As we discussed in the Marvel's flagship female thread, She-Hulk has the most solo comic issues out of any other female Marvel heroine. By a lot. But in recent years, the character has undergone some... seemingly very unpopular development. First, there was Mariko Tamaki's highly criticized run of "Hulk" (later re-titled back to "She-Hulk"). And now it's Jason Aaron's reductive use of She-Hulk as a literal female Hulk.
Why doesn't Marvel have a tighter control on the character conceptually? Throughout the 80's and 90's, She-Hulk was one of Marvel's leading ladies alongside Storm and Rogue. In the 2000's, Dan Slott's run of She-Hulk was a critical darling among comic enthusiasts. It wasn't until Peter David came onto the book and attempted to make the character more serious that the series lost its audience. And when he returned the character to her lighter tone, the readers had already jumped ship. If this fundamental character change has de-popularized the character, why would Marvel find it wise to do the same with the character in current comics?
Is anyone even happy with the current version of She-Hulk? Why do you think Marvel has let the character slide back down into the B-List and further? Especially in this age of fun, lighter-toned heroes like Ms. Marvel, Squirrel Girl, and Spider-Gwen, shouldn't classic She-Hulk excel?