Here is the problem. A large portion of the audience was raised on the 90s, big fights, big costumes, big breasts, style of comics. They are generally the type that want the costumes, big space battles, and Logan in every title.
Now on the flipside, you have people brought in because of the movies. They want more down-to-earth realistic storylines like in the movies.
Now, any good company would deal with both groups equally, making their particular comics that cater to both, in order to draw both audiences. But Marvel seems to have this idea that EVERYTHING in their name books has to be the same, much like WWE. Thus the fanboys win out this time, and the new audience has been pretty much relegated to the Ultimate Universe. They have no idea how to market different styles.