I guess it's that the unified universe brings a unified tone that's kind of a turn-off to me. Marvel had a pretty nice variety of books ten years ago that did their own thing and were better for it. The X-Men had a sweet sci-fi slant and the Hulk had a cool horror tone. Now their selection (with exceptions!) seems to be "standard superhero" fare.
....are you reading these books? I mean yeah its crossover season but, no matter how hard they try, their multiple books still carve out their own corners of the marvel U. Theres nothing standard about the past 20 issues of JiM*even with the Fear Itself crossover*, or the first 15 issues of DD, the Remender run in UXF / Venom, or Secret Avengers which is really self contained, as is Defenders and XFactor *they dont even call and say hi*. Iron Man is heading towards its conclusion, not a peep of AvX in it which really amazes me. Schism didnt bring Xmen any closer to being mainstream marvel, we will see if Marvel NOW does, but the basis of the Xmen books were they are outcasts yet heroes so i doubt it will ultimately. I really dont see this bleeding into a standard fare in recent marvel. You can carve up most of their solicits as you always could *well not in the 90's everything was spiderman or xmen

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Street Level/agent of (x) - Winter Soldier, DD, Punisher, etc etc
Adventure/investigative - Hulk, Cap, Wolverine, Incredible Hulk etc etc
Good Team books - Thunderbolts, UXF, FF4/FF, Secret Avengers, XFactor,UXM, WaTXM etc
Meh team books - Avengers, New Avengers, Xmen, Avengers Academy etc etc
Latest ongoing solo's - Hawkeye, Captain Marvel, Gambit
Major/Global threat solos - Thor, Ironman , Namor (back in the day)etc etc
Spiderverse - Amazing Spiderman/Spectacular/Avenging etc etc
X-Verse - UXM, Xmen Legacy, New Mutants, X this , X that theres at least 5 X books
Cosmic setting/theme - ...none right now but Nova is on the way
balancing life books - so basically the heroes that have jobs , Spiderman, She Hulk, War Machine, Daredevil etc etc.
Mythological setting - JiM , Thor, Ghostrider, Dr Strange, Ironfist, Man Thing etc etc
so on and so forth. Now there is a sense of a unified world because of good writing that brought the characters together. There were plenty of shitty crossovers and team ups that were meant to tie stuff together but were best forgotten ill agree on that. However, some of the best stories marvel ever did were crossover stories and or guest appearances. Its how we got Thanos, and wolverine , and Thor,and Iron Man , its how we got Captain America back from the dead.