Calling Jarvis a celebrity is like calling Will Smith's limo driver a celebrity.
I'm not seeing much of a difference in this run vs previous ones. Peter's Spider-Man stuff always had a way of leaking into his personal life like when May almost married Otto Octavius. At least now she was in on the secret instead of just being an oblivious, fragile woman whom Peter had to protect.2. Compare the actual focus on said lives before the run. Now we only really see their lives to show how Spider-Man is interfering with it.
Well, you can't say JMS was being inconsistent in that regard. Either way, it's the same result, and I'm more concerned with May finding out than how it happened.
3. For all Peter talks about caring about people, he doesn't actually trust them. Him telling her his secret would show that he does in fact trust her and show that he's not just explaining himself cause he got caught with his pants down. A mature adult comes clean rather than just lets things happen.