I think the real takeaway from the WSJ article is that Sony doesn’t really have a plan. According to the report, there’s going to be a summit in January to decide the future direction of the character. TASM2 (which, full disclosure, I enjoyed) came out in May. They’ve had almost half a year to consider how to move forward.
Even back in July, when Orci departed the franchise, he indicated everything was still up in the air.
http://www.slashfilm.com/amazing-spi...es-third-film/
With all the vacillating and noncommittal news about Sinister 6/Venom/untitled female spinoff over the last several moths, I think this news makes it clear that the studio still hasn’t even decided what direction to go in. (That, and the deleted scenes with Norman's severed head and Peter's father still alive.) And given all the foreshadowing they forced into the first two films, the lack of direction is even more jarring.
I still want to hope for the best, but for the first time I see the possibility of a real mess in the future. At this point, I would be fine with starting from scratch rather than risking things getting even more convoluted. If Sony isn't willing to sell the rights to marvel,
they should at least consider replacing Arad and recruiting people who understand the character well.