User blog comment:Ultimate Heatblast/The (more than) Amazing Spider-Man!/@comment-1713281-20120704200715

It had to be Norman Osborn. He was talked about throughout the movie. And the credits listed the character "Man in the Shadows" played by Michael Massee, so it wasn't his alter ego.

It'd be interesting to see if Norman becomes the Goblin and causes Gwen's death like the comics.