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.