Originally Posted by
krisis
Knowing that they've been planning event for this for several years of retreats makes sense. In retrospect, for many franchises you can look at the AvX/MarvelNow dividing line as when character-driven stories stopped really being the point with a renewed focus on convention-breaking, since Marvel had a possible out hovering in the near future.
Avengers > Went from team as family to a meta-story about fighting the reboot
X-Men > Went from focus on species survival to mutants as actual terrorists contrasting with the purity of the original five
Captain America > Aging the character a decade and then entirely, new Cap
Iron Man > Sent him to space, made him adopted, turned him evil
Thor > Made him unworthy, new Thor
Spider-Man > Turned him evil (and successful), reversed that, had him battle a multi-versal threat
Wolverine > Took away his healing factor; killed him
Plus, lots of risk-taking that can be reversed if it backfires - killing young characters in Arena, making Inhumans a franchise, new Ms. Marvel, and tons of throwing unlikely series at the wall to see if they stick.
I don't know how I feel about Secret Wars yet, but at least some of the character choices leading up to it make more sense now!