What I think is a problem with Marvel these days is the question of continuity. When I first read Marvel comics in the 70s what struck me was that what happened in one title (f.i. FF) mattered in another one (f.i. DD). All those books made up one big universe.
Today we have nothing of this. We have a Spider-Man who is full-time member of the New Avengers. We have a Spider-Man who in Marvel Adventures is a teenager in love with Liz Allen. We have a Spider-Man who is a 30 years old teenager who wants to be fed cookies by his elderly aunt. We have a Spider-Man who is father of a teenager. We have an Ultimate Spider-Man who whatever. What all these worlds connects nobody knows. Same for X-Men, FF, Avengers. Nothing matters anymore. If something does not stick, rectify it (and be it with magic). There is no risk, so there is no fun.