All the Marvel examples you listed either involve characters with small fanbases (Ghost Rider), who don't speak up anymore about a title that doesn't ever last more than a few issues regardless of the lead, or characters who coexist in both comics and adaptations, Spider-man and Hawkeye being prime examples. Thor fans complained about her adopting another character's given name, not that she wielded the hammer. It would be like someone coming along and calling themselves Luke Cage instead of Power Man, even though Luke Cage is a given name, not a mantle.