Marvel's solution to over exposing their characters? Killing them off of course! When Spider-Man started wearing thin, he was replaced by the "Superior" Spider-Man. Wolverine was beginning to outstay his welcome and was promptly encased in Adamantium and taken off the table. Comic book deaths have never really meant all that much, but when someone like Captain America or Thor "died", it did still feel like a pretty big deal when they happened. Now? Fans just roll their eyes and wait for the inevitable announcement that whoever it was who was killed will return in anything from six months to maybe two years at most. It's just another example of Marvel desperately trying to drive up sales for a short period with a big high profile story, only for something they've hyped to death (no pun intended) to ultimately have little to no meaning because of how repetitive and predictable its all become.
