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.
The second Ultimate became Spider-man and his amazing friends; it stopped being spider-man to me. I'm all for changes for 616, but this was to much.
Maybe it could have been ok if the stories weren't so predictable and boring. I loved where Ultimate Spidey was going for the first 5 volumes, but it just fell very hard, very fast.