Why come off sounding like ignorant dicks at the same time, guys? :\
You've obviously not seen much of how Marvel conducts itself online.
Former Marvel President Bill Jemas, whom Brian Michael Bendis and Mark Millar credit with teaching them "everything we know" about how to interact with people (no, really; Bendis' own words), called retailers idiots, and described female comic book fans as "whores," on Newsarama.
Flash-forward to the present, and Spider-Man Editor Steve Wacker gets into pissing matches with fans on CBR, saying flat-out, "I know it won't accomplish anything for me to say this, other than making people mad, but ..." and then proceeds to joke about deliberately telling stories to SPITE their own fanbase.
I can find no possible sane reason for Marvel staffers to behave the way that they do online, since even their supporters are turned off by their borderline-trolling attempts at self-promotion. It's to the point where I seriously believe that they see being dicks to their own customers as both the purpose and the reward of their jobs, to the point that they'd be willing to take pay cuts just to be allowed to insult their readers.