I suppose I would be one of those "cynics" who doesn't like the Unmasking concept for Spider-Man at all. Admittedly, I've read very little of the core Spidey books for the past 11+ years, only rarely going on some peeks and stretches (and keeping vaguely abreast via Wizard, the Internet, and store page-flippings) . I am on ASM for CW and likely will leave it. So if that makes me too "ignorant" for this opinion to be taken seriously, then you may skip it.
But to me, the Unmasking is simply yet another thing that Marvel has done to Spider-Man within the past 1-2 years that has sought to make him more of a generic superhero, not unlike someone you would read about at DC, like The Flash. And some of that, to be honest, isn't entirely the fault of the current "regime" at Marvel. In a way it's the fault of Spider-Man's "formula" being so successful. Marvel Comics in the 60's started making their name with very "human" heroes with more fiobles and soap-opera esque concerns than other books, and Spider-Man really hit it off. He had to juggle his hero and civilian responsibilities in a way that solo heroes rarely did (the Fantastic Four, which predated Spidey by at least a year, also had some bits of that, but they were a team; if Reed had a problem, he could talk to Sue or Ben. Who did Peter have?). Fans really liked it and Spider-Man in a way became a symbol of that. And naturally, like any trendsetter, his "formula" got copied, altered, changed, and so forth for countless other books across the spectrum that it got more generic, much as Superman had before. Plus, Spider-Man as a concept has been going strong for a good 40+ years, and so to say that nearly every storyline that was worth exploring had probably been explored is an understatement. Lord knows there have been no end of wonky "shocking" changes to Spidey's universe over the past 15 years which was supposed to "fix" him, from Clone Sagas to The Other and all that.
But despite all that, you can't fully abandon Spider-Man's roots, otherwise he loses what made HIM unique and simply becomes just another fella in a mask and spandex, who are a dime a dozen. And removing that barrier between superhero life and civilian life is the KEY to Spider-Man. Without that he's just a wisecracking bright red hero, like the Flash, or countless others. Unfortunately, comics today have abandoned a lot of that "fantasy" element and have become more cynical and mired in reality to some extent, due to times changing and audience expectations. In real life, the Unabomber was unknown until his family sold him out, and the Zodiak Killer is still a mystery. But in comics, people have a hard time believing that a secret identity could be maintained, especially when for dramatic effect, the supporting casts of our heroes always get into trouble. Bendis did the unmasking in DAREDEVIL, and it got a lot of hoopla and he made gravy with it. An unmasking is both a last resort and can be a revival. But the problem is that it runs its course very, very quickly. THE FLASH did it and that ran dry in less than 3-4 years. It's not something like, say, the inclusion of the Hobgoblin or Venom or even Gloria Grant that lasts for over a decade or two. Spider-Man was the hard luck hero. Even other superheroes usually found him annoying or whatnot. He'd team up and all that but he wasn't a team guy.
And then Joe Q and the powers that be decide to try something new, so they make him an Avenger. I guess if you want the Avengers to be a group of Marvel's Best and Brightest, Spider-Man was long overdo for regular membership. But they WEREN'T. The Avengers was a team of characters who for whatever reason didn't have their own books at the time. The same can be said of a lot of team characters and rosters. Spider-Man would have joined the Avengers decades ago if that was the case; Wolverine never became a serious rival for his popularity until the late 80's. And the Hulk certainly became more popular than Black Knight or something, why not keep him an Avenger? But, he becomes an Avenger. I suppose that could work, the Avengers have less resources, Spider-Man has experience.
Only they do more than that. They have Spider-Man move into a Penthouse with his wife and family. Much like every superhero now, he has a shiney pad that no fan could afford, a step removed from a Spider-Cave. And he's inept as a New Avenger on the core title. So it seemed like a waste. But maybe that was NA's fault. But the point is that attaching him to his world's JLA equalivent made him more like the other superheroes, and more generic.
On top of this, his supporting cast virtually vanished. JMS came up with making Peter a teacher, and that would have and should have been a GOLD MINE for a cast of new supporting characters to give JJ and Betty a rest for a while. But instead, aside for MJ and Aunt May (who, give JMS credit, he made her a bit more interesting for the modern era, in trying to imitate Bendis' younger, middle aged May) Peter doesn't talk to anyone who isn't a superhero much, unless they're plot centric like Charlie-who-turns-superpowered and all that. He just does his superhero thing and comes home, he doesn't have that seperate, civilian lifestyle. I am sure there was a way to keep that and make him an Avenger still, but they didn't take it.
On top of one "shocking" status quo event after the other for Spider-Man, CIVIL WAR happened and that was a company wide crossover. Had the unmasking felt like a natural progression in the core titles, maybe it would have swallowed better. But they were eager for a "BARRY ALLEN IN CRISIS" esque moment. So he develops a relationship with Stark for the sole purpose of making it dramatic when they become rivals, and little more; they could have gotten him on the pro SHRA in the beginning by simply strengthing his friendly bond with Mr. Fantastic (I can't count how many times Spider-Man went to the Four for help), but chose not to. That made it feel more forced and plot convient. And then he unmasks, basically, to fuel the event. The rest of the books are stuck playing catch up.
What does the unmasking do, most of all? No, not endanger his cast; they got into enough trouble without anyone knowing who he was (Doc Ock kidnaps Aunt May, and so on), but it also removes that seperation between civilian life and superhero life for Spider-Man. It SHATTERS it, and in a way that is far beyond a team membership. Spider-Man could always leave the Avengers, even move out of the Tower. But an unmasking takes cheesy stuff to undo. It's not as easy to negate it when the story inevitably runs its course. Now he HAS NO CIVILIAN LIFE, all he IS is Spider-Man. And that's GENERIC. That's Superman. How often did Clark have a life? No, he was Clark just to do a job and so on and Superman was his life. He rarely had civilian friends, he'd talk to whoever was on the Justice League or whatever space cousin he was babysitting, aside for Lois and Perry. Spider-Man was supposed to be a polished new version of what a superhero could be, and I find it almost saddening that his invotation has become so generic that all Spidey can do, seemingly, is go full circle and do the same thing that Superman and Flash do.
It's IMPOSSIBLE for Peter Parker to have a civilian life now. Everyone knows he is Spider-Man, and unlike Murdock, who at least maintained some element of doubt, Peter openly admitted it several times. That soap opera appeal is gone, that dynamic is gone, and he's just a typical superhero. He may as well have a base with pop-out computers and fight Video Man with Iceman and Firestar now. And even THAT team didn't totally take away that dynamic. Everyone is jazzed up about the unmasking about what "possibilities" the story offers. Really, what does it offer? People will either love or hate Peter due to it, well, that's nothing new. The "shock" appeal will get boring quickly. The reactions will become generic. And it removes all reason to wear a mask when facing an enemy when they all can call him Parker now. It also traps May and MJ and his supporting cast out of civilian lives as they all have Peter's infamy on them and have to be in perennial witness protection.
I see the unmasking as yet another publicity stunt from a Marvel that would rather make waves than sail happily. And it will run it's course eventually and then in the snap of a finger, it will be gone. But if it doesn't...then what made Spider-Man popular in the first place is gone. They would thus be stuck taking a schtick that has worked for over 40 years and making a new schtick for him to replace it, something that is nigh impossible. And I like Spider-Man too much to see him become just as interchangable as many of DC's heroes are (at least to a Marvel Zombie like me, I do read some DC books).
This doesn't even mention Marvel's utter loathing of his marriage.