Quesada erased his own memories to get Loeb--who was closing in on him--off his back, and after a complicated plot including OMD and making Tony a jerk, which gets Quesada in Loeb's good graces, will finally touch the first issue of Ultimate Spider-Man, restoring his true memories and personality, putting him in position to blacklist Loeb forever, and allowing him to create his ideal world where Squirrel Girl has her own series and no one gets cheaply brought back from the dead.
"Just as planned."
(I have no idea if this makes any sense, but Loeb was the first name that came to mind.)