Every time something like this happens a friend of mine ( who is a HUGE Spidey fan ) tells me about what's going on in the books.
We then talk about how comics just aren't fun to read anymore.

He sent me this message and a link :
http://forum.newsarama.com/showthread.php?t=141416
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Goal: Peter more accessible to younger readers.

Point 1: Marvel, under Joe Quesada, has a no-smoking policy for its heroes. Joe reportedly thinks it glorifies and/or encourages kids to smoke and doesn't want it in his comics.

Point 2: To make Peter Parker more accessible to younger readers, the same Joe Quesada had him make a deal with the devil.