I think Marvel takes Spider-Man way to seriously(or treats him like crap only useful for the money despite hit and misses of media) and doesn't want to seperate his loser status from his iconic symbol status, I think this is wrong because Spidey is Marvel and when ever Marvel tries to keep making Captain America, Ironman and Thor the epicenter of Marvel's star line up, it feels so wrong. It should be Spidey, the guy who made himself beyond a concept for superheroes and a embodiment of Marvel's pride and ambition since he is a symbol of american and world wide fictional history. MVC3 and Super MVC3 is the main example, they didn't bother with Spider-Man as a big deal compared to an arguably equal famous hero named Wolverine, and it reflected it on how they depicted the tone of the game as Wolverine being the main star of Marvel along with Ironman, edgy, gritty, and completely taking itself to realistically with the main draw of the game was not the family friendly heroes but the teen catered cool ones like Deadpool, Zero, Dante etc. I feel that game was an insult to not only the Spider-Man franchise but Marvel's merit in treating their mascot as a mere playable casual instead of the true face of Marvel and it's favored son. It's like Pikachu getting shafted in covers in the long run to make Charizard the main face to lock on to a fellow badass pokemon because it's cool and hardcore, but Pokemon loves Pikachu and it's cute and friendly appearance doesn't matter if it defines what Pokemon is about on a meta aware level and has every right to be the leading star and idol of the Pokemon franchise.
Spider-Man has been taking a back seat to characters that just freaking have no long lasting appeal and been a tack on to b listers like Ironman and Wolverine since the 90s, it's degrading to let someone as timeless and supreme in american culture to allow characters like Deadpool and Ironman and even Captain Old Fashioned to steal Spidey's relevance and status because he isn't badass in attitude enough or he simply is too childish looking. The reason writers like Spider-Man as a manboy, because he has a manboy pedestal in the eyes of the editors and writers and stays lower end of the heroic merit spectrum when advertising the heroes who are stronger, tougher, cooler and more mature than him. Spidey won't grow up because that would mean he would have to be in the forfront yelling avengers assemble or being expected to lead heroes or hold a key level of integrity and pride which he should be projecting as the freakin mascot in real life!
Spidey sells more than any comicbook hero, is the gateway for newbies and is always reaching top ten lists in revenue, his movies sell in billions of dollars, his name is known through the world with Batman and has been used in countries like Japan and china to incorperate more into the lore of the series, And he hasn't been his company ace star, hasn't been his company's Pikachu, or Superman, or Optimus Prime, or Mario, or Spongebob Squarepants, or James Bond or even ever truly been his own Spider-Man.
If Marvel wants Spidey to be taken seriously and please polarized fans, they have to treat him like a winner not a loser.