The reason the heroes feel so cheap hasn't necessary something to do with moral problems but a lot of stuff that eat away their status as heroes and their iconic aura.
1.) Heroes are only iconic when they fight enemies or danger that on the same level, we had really rare cases where Marvel heroes fight big enemies(okay at the end of SW we will). -
It's now a yearly event.
2.) Those heroes vs heroes stuff let say it doesn't help -
Also, pretty much a yearly event.
3.) Yeah we had some big morals no-noes let the heroes doing over the years. -
See X-force, a book which turned a some good people into murderers.
... Hickman is maybe an exception from that but he goes the other way around to make the heroes into cheeseburgers .
I don't think Hickman has been creative, Superman and New Universe? Unless that's not what you meant.
About the future the way they wrote the stories I can only say I'm down to a hand full titles from Marvel and I don't see to change that
in the near future neither see I change Marvel their course with the content of those new titles for the next 2 years. In a very hard way you can say: "The destruction of the heroes in Marvel Comic Universe will not stop with the destruction of the multiverse" on the other hand 80% of my manga pull-list became anime adoptions this year
.. so who really cares.