There's a lot of talk about making superhero comic books accessible to new readers, and I'm wondering if one of the problems is the use of the rogues gallery. This isn't exclusive to the Spider-Man comics, but it does certainly apply to the franchise.
Reviews have been good when writers have chosen not to use the traditional bad guys. Two of the most acclaimed writers explicitly went in a different direction. Roger Stern liked to pit Spidey against Marvel villains he hadn't fought before. JMS focused almost entirely on new villains. I remember a list of top ten comics circa 1998, which only included two stories in which Spider-Man had a rematch with someone from his rogues gallery.
One problem with using existing bad guys is that it can be imposing to new readers as they have to make sense of decades of backstory. Casual readers might also be a bit confused, if the handful of comics they read gives them a different taken on the characters. Someone who read Erik Larsen's runs in the 1990s would be confused about why Sandman's a bad guy.
I think there should always be stories with the old bad guys if someone has a Kraven's Last Hunt, or Unscheduled Stop. But currently most stories feature existing villains. Perhaps there should be a rule that a majority of stories feature new villains.