Well, Marvel pretty much figured that whatever way they can get people talking about a book is what they want. The thing they don't want is boring run that no body talks about. Unfortunately I think they have taken this to the extreme where nothing shocks readers anymore so the only buttons they have left to push is bad writing/characterization. Nothing outrages fans like throwing love characters under the bus and have them act in ways fans don't like. So for some reason destroying characters or loved things about the mythos seems to be Marvel's go to method of getting people to talk and complain and spread the word about a book.
Kind of smash the toys so everyone complains, and the casuals come by to check what the fuss is about. Unfortunately, this means the ones who are the biggest fans and most invested suffer for the sake of casuals to get a kick out of the show.