Here's the funny thing about having two companies dominating 70% of the market share in an industry, is that when one does something, you can bet that the other one is going to try and get in on that action. On the flip side, when that isn't the case, regardless
of the actual motivation for either company's move, you can bet that it will be compared to any similar contemporary move made by the other.
Which is a roundabout way of introducing the fact that Marvel comics is going to put it's universe through a soft reboot or a relaunch this fall (right around the 1 year anniversary of DC's New 52), change artist teams, costumes, story focuses, and titles. And just like every other relaunch in the history of superhero comics, it's designed to lure new and lapsed readers by offering some titles that start fresh of continuity baggage.