I do understand your point. And I can definitely SEE your point, too. I just happen to disagree with it. It's a tough call either way.
In my way of thinking, it's in times like this where you have to do things to generate extra excitement and interest in order to tell your readers "When push comes to shove and you have to pick a book to drop, here's something new and exciting to keep you wanting to stay with our book". Now's a PERFECT time to switch things up a bit, IMO.
If Marvel wanted to stand back and be careful to not stir the pot too much we wouldn't see BND, we wouldn't see Norman Osborn as head of H.A.M.M.E.R., we wouldn't see Tony Stark on the run from the government, we wouldn't see a Red Hulk, we wouldn't see Wolverine's son, we wouldn't see Thor banished from Asgard, and we most
certainly would still see Steve Rogers breathing behind a Captain America mask.
While I understand the frame of mind to avoid controversial moves in a time of dropping sales, I would argue the old saying that "controversy sells".
Now, I knowwww that you'll argue that this particular controversy is nothing but harmful to the book and it's readers, but I disagree. I feel we have just as many people checking out the book for the first time as we do people leaving the book. New blood to the book has brought new blood to the registers. And I'll point to the sales to prove that.
You'll make a good argument about Spidey feeling like he's in his own little part of the Marvel U this past year, and for the most part I can agree with that. But I'm of the opinion that he
needed that for a little while, because for a good stretch there, it felt like his book was just another Avengers book. This book in the past year has finally got back to showing us that Spidey has a life outside of the suit. He has friends that
aren't superheroes. He still struggles with everyday things just like you and I do.
Y'know...he's someone we can relate to.
I come right out and say it: I can relate more with somebody, who in a fit of extreme desperation and with the person I love the most backing me up, might do something completely uncharacteristic of my normal self that everyone knows better than I can somebody who lives in a tower with other superheroes with his aunt and wife and doesn't really seem to have much of any outside friends anymore.
And for the record,
only 4 books surpassed 80k sales last month. In a world where Norman Osborn is King of the World, the Ultimate Universe is coming to an "end", Batman is Dead, the X-Men are at war, Marvel's space characters are at war, and Superman is doing something with a New Krypton (y'know, the comic companies keeping things safe and non-controversial

)...only 4 books hit 80k+ sales last month. Do you think
anyone could've expected that??