^Marvel had a bigger policy recently of keeping people dead for longer periods as we say with the casualties of Disassembled.
It's pity that with Quesada no longer around to enforce discipline they revert to type.
Disagree with you. They had a funeral and a wake because they thought and assumed Johnny died. As the second part of the issue showed Reed tried getting the body back. There was no "death" Marvel promoted it as such to generate sales.
Then Hickman clearly shouldn't have had the funeral and the wake if he had never intended to kill him. That entire issue was a big neon sign stating that the Human Torch was dead. The fact that he didn't die is an enormous cop-out.