I wish Marvel evidenced that they understood or even attempted to understand the parasocial relationship between fans and narrative worlds -
Dr. Jennifer Barnes's TEDx talk is a great place to start - and also how psychological identification plays into how audiences relate to characters, especially when it comes to shipping (
here's a Twitter thread, also from Dr. Barnes).
And I wish that Marvel understood that shipping
(this article starts with Peter and MJ but he leaves out the hyphen in Spider-Man, for shame!) goes back hundreds of years, long before the X-Files caused the term "shipping" to be coined. From the article, "As fans, people may not be the author of the fictional worlds they love to inhabit, but when they ship, they can momentarily grab the wheel in the most exhilarating of ways—envisioning and championing relationships that demonstrate their own mastery of a created universe, and their true feelings about how love should exist in that world, if not indeed in their own. ... As much as we fans pull for our favorite characters to get together, when we ship we are ultimately rooting for love itself, and for the triumph of these two rare elements, grace and will. Whether real or fictional, our ships represent our faith in our fellow humans to take the leap of imagination necessary to connect with another human being. To take off our masks; to succeed in the heroic act of accepting love, and to have the courage to risk offering it."
And I wish Marvel would not come across as viewing fans as occupying the opposite corner in a puglistic cage match to the death, but would rather appear to consider them as partners in storytelling, seeking to delight the audience instead of promising to anger and upset them. There are ways to de-emphasize a ship; but the ship needs to be acknowledged as mattering to the narrative and to the audience first, and treated with respect.
Until then, I don't think we will see much creativity and innovation in Spider-Man. He's stuck in a weird limbo of resentment on both sides.