Does Marvel want the X-Men to not sell? Hell no. Even while being marginalized, the X-Men make roughly half of their sales. For ages it's been this way with Marvel comic fans. You either read the Avengers side or the X-Men with few that die hardedly (not a word) reading both, Spiderman has historically been the middle ground. The issue with Marvel's current strategy is to make money off of the X-Men books, while not going out of their way to promote the franchise and create new fans that might further fuel the movie goers that hand over billions of dollars to Fox (Marvel/Disney wants that money). There's very very little chance Fox will ever hand over the rights back to Disney. However, Disney isnt going to make it easier for them either. The notion Disney has is, they are making new fans out of kids, which is true to a point. But it's not necessarily true in terms of the books. I think they know the comics have a specific type of following, but they are trying to change that (make more money by appealing to broader audience... not just us) by making the books easier to pick up. In essence, they're dumbing it down, kind of like not having their animation series carry season long story arcs in place of ones that can be finished in one or two episodes (max). They are trying to cater to the smaller attention span of the Millennial aka "New Readers" (ya know, Unicorns). I believe at some point they'll figure out how pointless that is and change their model back to something that might satisfy us more (storytelling wise), but it's not going to be soon (I also predict a 100% digital future, ie no paper comics, zero material and shipping costs with no left over stock = nearly 70-80% profit if creator contracts remain). But also dont be silly enough to believe if they could flip a switch and have all the X-Men fans pour their money into the Inhumans and Avengers at the same reject the Fox films, they wouldn't. It's smart business, why help hype something you get minimal profit from while half your stable is readily available? Again, they dont want X-Men to fail, but they aren't going to help Fox out either (remember Fox has access to anything X-Men related, not just past stuff. This mixing of the franchises makes adapting future/ current X-Men stories harder to do). Go find a first party X-Men TV show, shirt, toy, poster, or video game with them in the forefront made in the past year. You might come back with some stickers or a wristband.