Several things Marvel has done has made me say what the hell. First,you kill off the living legend Captian amercia. Second, you have Iron Man betray his friends of his own free will and form some secrect cabal that ended up making the world more dangerous and along with the us goverment and the SHRA made the skrulls job easier in invading earth.Spider Man made a deal with that demon Mephestio(Spiderman is not Johnny Blaze for christ sake). The explaination for what the demon did for Spidey makes no sense with somehow spidey lost his other powers,organic webing, and a boat load of experience and character development. He is back to being a rookie agian. A divorce is awlfull but making a deal with a demom isn't. My favorite chracter is Hulk and with a stroke of a pen the writer took away all his chracter development from wwh and PH by making him even stupider then stupid hulk ever was and introducing Red Hulk who in hulk 4 kickded stupid hulk like a goverment mule . It would have been better if we had Red Hulk v WWH/ Since both are powerful and proably equal it would be a battle of thinking and skills which would have been funner to watch.
I think it is a lack of understanding of whom these characters are and what the represent. There seems to be the inability, by the writers and editors at marvel, to write and produce characters that are more noble than they are. They seem to want to take the "hero" out of super-hero. I see the same problem at DC also. Not quite as bad but it is there.
Another thing that comes to mind is the fans. Fans who buy books that they don't like. If we don't like the direction of a book we need to quit buying it. That is the only true measure of how we like a book. The sales. Poor sales will cause a change. Good sales won't.