One of the things that I always enjoyed about Marvel Comics as a small child was (and this is really hard to believe), at one point...they had a fairly top-notch, tight-knit continuity. Probably up until (IMO) the early 1990's...this was when it all fell apart....for me at least.
I think that's one of the reasons why I migrated to DC books in high school. They were just coming off the CRISIS, old characters were given a fresh spin...and things started to make sense...oddly enough, though, when I was a kid...I hated DC's books (with a few exceptions) because when I started collecting (in 1979), I was coming in right on the tailend of the existence of the old Multiverse, and trust me...it was confusing (three of the primary books I collected were SAGA OF THE SWAMP THING, which didn't interact taht much with the DCU, thanks to Alan Moore, GREEN LANTERN, which was firmly entrenched in Earth One..that is, whenever Hal Jordan was there....and ALL STAR SQUADRON. If any book screamed Earth Two...that was the one). That's why I preferred Marvel at the time....but now, for some odd reason...I miss the Multiverse. Alot of that is just nostalgia for the past, because I realize taht no matter wahat anybody else says...DC needed the CRISIS. It was a good concept...it's just the execution of it's after effects have been poorly managed in some aspects.
But...Marvel is becoming a clusterfuck, continuity wise. Sure, they're alot better than they were a few years ago (Spider-Clone Saga and Heroes Reborn, anyone?), but thy need a continuity clean up bad.
My proposal is this: ditch the Marvel Universe.
Either step up to bat and say, "Hey...ULTIMATE Marvel is what's what.", or, scratch te whole fucking thing and start from scratch...and none of this HEROES RETURN crap either....follow through with the shit. Shit or get off the pot, Marvel...and I might buy more of yer books.