It seems to be that, since roughly the 1990's Clone Saga, Marvel has been trying to quietly reset Spidey and his world without losing what is one of the better continuities in comics. They tried to reset it again after returning Peter as "the one, true Spidey" after Ben died and then several times afterwards what with MJ seemed to die in that plane crash, then returned and left Peter, then returned again, then there was big shift in tone with JMS' arrival and the whole totem thing, then of course OMD and BND etc.
My point is that much of this goes above and beyond the normal ebbs and flows of storytelling which is expected for a 55-year old character with thousands of stories in his vault. Many of these moves were designed as a "soft reboot" to either de-age or reset Peter and his universe; some worked better than others and the Ultimate Universe was another attempt to "get it right" (remember, there was a time circa 2000 that some thought the UU Peter would replace the 616 Peter since it was perceived that UU Spidey worked better at that time).
And, post-BND, Marvel has tried again to make Peter the lovable single loser and, when that wore thin, they gave him----by way of Ock's machinations in Superior----his own international company and had him globe trot for the last few years before returning him to broke NYC status in the latest issues. So it seems they can't quite decide if he should be broke or successful, 20-something or 30-something, married or single, a team player or a loner, jokester or serious.
It just may be time for a serious reboot. What say you?