A caveat on my opinion: I quit most Marvel books sometime in 2010 over $3.99 pricing. In 2011 I was mostly limited to Annihilators and X-men Legacy and those I quit because one ended and the other because Mike Carey left and it felt like a good place to quit. In the last six months I've bought exactly two Marvel comics: the first two issues of Avengers vs X-men and I found them horrifically bad and I won't be buying more of them. "Before that I was a 25 year plus Marvel reader who devoured anything X-related and a lot of other Marvel stuff too. So my opinion may be slightly dated circa 2010 based on full reading and the rest based on what I perceive from reading message boards but given my history with Marvel I feel qualified to give my opinion as a fan.
To me Marvel has gotten far worse though its understandable why. Innovation is gone and everything is about chasing any dollar they can. You can see that in the regression of Spiderman by erasing the marriage in an attempt to return Spidey to the days of old. You can see it in that Marvel really only seems to be focusing on Avengers or X-men books (since Spidey is an Avenger I'm throwing him under the bus with them). You can see it in that by the fact that they basically are trying to relive old glory by resurrecting past great storylines like Dark Phoenix in the new event. You can see it in the fact that Marvel (and DC so don't bother calling me a DC fanboy . . . I may read more DC currently but I will always be a Marvel fan at heart) is in a constant cycle now of renumbering and gimmicks.
I don't blame them really. Given the current state of comics it only makes sense for the companies to run gimmick after gimmick and to use events to try and drum up sales. If I was in charge I'd probably be doing the same thing . . . . . though hopefully with a slight bit more respect for continuity . . . . .seriously would it have been so hard for Tony in Avengers vs X-men #1 to say something to the effect of (only more eloquently than I'm putting it) "There have been some occasional Phoenix related incidents since the original Phoenix event but this is the real deal" . . . . . it would have acknowledged things like Rachel Summers, Jean Grey the 2nd time around, Madelyne Pryor, the Cuckoos, etc but wouldn't have burdened the current storyline. Two or three little lines but the architect schmarchitects couldn't be bothered apparently. Anyway, my point is that Marvel is obviously in desperation mode as is DC by pulling out all the stops on gimmicks and you can't blame them but at the same time it is at the sacrifice of innovation and quality. Long gone are the days of the slow build storyline that develops into something special (the original Dark Phoenix story which took place over 30 issues and 5-6 years considering Uncanny X-men was bi-monthly much of this time) and now its the quick gimmick with less than a years development.