I was listening to the Empire Spoiler Podcast on the movie Logan today. In it, the director, James Mangold talked about the deluge of superhero movies with world changing, world destroying consequences...and ultimately losing drama. His view was that comics aren't always about that. Maybe once a year there was some huge crossover and the world was saved, but there were stories about bank robberies and mysteries in the meantime.
I'm not sure when James Mangold last bought a comic, so I think that he might be a bit out of date. However I take his point. Marvel's approach of keeping everything at a heightened state all the time just means that they don't get to play other notes.
And yes, before anyone asks I do realise that Marvel do a lot of other books like Vision/Moon Knight etc....and you won't find a bigger fan of Amazing Spider-Man than me.