Seems this is going to be about Ultimate Spider-Man. Maybe starting with a new number one didn't exactly get the fan-base back that they wanted, so this. IMO, maybe now they'll take US-M for a ride and really shake things up apart from the 616.
And not just the crap story. The constant delays made it unpredictable. To this day, I still see posts asking "Whatever happened to Ultimate Spider-Man" on some comic boards.
It's too bad because UCSM really is a great title, even though Bendis' Mystery trilogy is average.