When DC blew up everything 30 years ago with Crisis on Infinite Earths, it was a mistake. They've tried to retrofit so much since then to recover from that mistake that they've made the problem much worse than the one they were trying to solve (i.e., convoluted continuity).
I guess Marvel wants to align with the movies' continuity and relieve themselves of all the baggage of decades of book continuity. I wish they wouldn't. We invested a lot of time following these stories, time that will be, well, lessened if it's all thrown away.
But hey, Disney, anything to make a buck, right? It's not really about, y'know, sharing joy and all those moral lessons that the movies preach. It's all a facade, a charade. It's all about the money, right? Ideals? Ethics? What kind of world do you live in, kid?
Sigh. Time will tell, I guess.