I think the other aspect here, which ties into other things like the retailer pushback on the variant ordering, is that of excess.
Marvel really don’t seem to have the ability to see that they’re going too far and causing damage as a result.
Had they gone with an outside force changing Cap, I think, for the character, it would have been better but less controversial. Marvel pursued controversy but reaped a bigger storm than they anticipated. Nor do they appear to have learnt from it.
Meanwhile their top brass has slagged fans for not liking diversity, artists for not being good enough and now they’re pissing off the people who sell their books via their requirements on Legacy variants. It’s an impressive amount of dysfunction.
What I think Marvel has forgotten is that the execution of the twist to reset the status quo can either elevate or destroy a story.
The example with Brubaker’s Cap run is the whole death and return was a smartly set-up misdirection. It was more or less in plain sight the whole time, there was just a really good perception filter on it. Then having set up the means of return, Marvel did a 6-issue story around it that really paid it off.
In contrast SE has apparently gone for 1 issue to pay off 18 months to 2 years of story across multiple titles and even that pay-off is apparently less than clear. To me that looks tacked on, careless but hey, why worry? You’ll buy the books, right?