Marvel Editor Tom Brevoort is always fun to quote. In his blog he writes:

“Here’s the thing: the characters are invulnerable. I’m not talking about super-powers here; I’m talking about the ability to survive bad stories and bad times and to live on and prosper again. The primary Marvel characters have been around for four decades at this point, and have been translated into animated cartoons, movies, television shows and more toys than you could ever hope to collect. They’ve become immortal, and a part of the pop culture landscape.”

Wait there’s more:

“Think of the worst mistakes you can come up with from years gone by: Professor X dead? Fixed. The Human Torch married? Fixed. Spider-Man a clone? Fixed. And then think about all of the stuff you’re worried about that’s happening today–do you truly believe that it’s any more difficult to repair or redeem any of it than what we’ve seen in the past? I sure don’t.”

     Basically what he’s saying is that everything going on in comics now, doesn’t matter. It doesn’t matter who gets killed. It doesn’t matter that Spider-Man revealed his identity. NONE OF IT MATERS because at some point in the future it will be fixed or changed.
    If what we are reading doesn’t matter, this makes me wonder, why bother reading comics?
    I think it’s for the ride. I think it’s because we want to read stories and be entertained by them. Though in comics it does make it frustrating knowing that the “now” doesn’t matter, but comics are an odd medium. You don’t have TV characters last for forty years, (well maybe on soaps but they are just as bad as comics with changes and fixes).
    How boring would a TV show get if it lasted for four decades? I love “Grey’s Anatomy” but the show could never last 40 years. The producers and writers would run out of stories to tell with the main characters or the main characters would be thrown away and new cast would come on board. At that point it wouldn’t be the same show anymore. I mean look at "ER" compared to what it used to be. It’s a totally different show, except for the setting.
    There are changes and fixes in comics because you need that up and down feel for drama. But in the long run, all characters return to their natural form, only to be changed again down the line. So whether you are pissed about Clor(cloned Thor) or whatever, just suck it up and know that given enough time, all will be changed again.