They lost a fight with attrition, for the last few years Thor has gone through a lot as a character and pretty much none of it has been positive, or at least seen as positive by most Thor fans. From Thor losing his worthiness to a whisper, to losing his arm, to Jane becoming Thor and replacing him, to Thor not really having his own book or doing much as Unworthy Thor, to him finally getting back his worthiness but instead of getting back Mljonir(which is now destroyed) he gained a bunch of easy to break and quick to replace hammers and is still being written by Aaron who left a bad taste with most fans. His new serious is bad, it's being written poorly and inconsistently and it's only just started but probably the worst part is that it just feels boring and crammed with a lot of substance and no style. We are only 3 issues in and we have already seen guest-starring from Juggernaut, Loki, Hela, Jane, Wolverine, Namor and now Thanos... that's always a bad sign for a book when it starts to rely too much on guest-star power, especially when it doesn't feel integral to the plot and is used for no real reason other than "Hey buy my book it might feature other characters you like".
They got a bit invigorated by Thors awesome performance in the Infinity movie, unfortunately the movies don't come out every month like comics do so the hype from it died out quickly after, while the comics can't stop bombarding us with their stupidity.
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