Since when is Marvel just a 'who can we kill next and replace almost unnoticeably' brigade? Why not just have Peter Parker die and Ben Reilly come back? Why has DC and Marvel's ages-long pissing contest de-evolved into a shitting contest - i.e., who can shit all over their characters the fastest and the most?
Two words:
Jemas
Queseda
Marvel Entertainment doesn't give a frak anymore about the comics except as fodder for the movie division.
I think, sadly, you've hit it on the nose, my friend.
And you know, Carol as Captain Marvel in House of M was really something I hoped they'd keep. Not only did the character deserve it, but it helped distinguish her from the other Marvels out there.