Uhhh... Marvel is sticking to a younger fan base, and younger fan bases don't want great storylines. They want more of the same, generic storylines pandering to thier tastes.
I mean, they put Spiderman on MTV. I don't even watch MTV anymore. Of course, I don't read spiderman comics anymore either, but hey... I guess they're just going for younger audiences.
If they target a new group of kids every five or ten years, they won't ever need to update thier comics storylines. They'll just get a new generation through the turnstile, and then start over.
-kv