Courtesy of the fine folks at Robot 6:
"In comic books, it’s all about story. People don’t come to a Spider-Man comic book to see Spider-Man punch the Green Goblin — they go to see the journey that brought him there.”"
-Axel Alonso, EIC of Marvel Comics.
Uhm, no. I think they kind of do buy a Spider-Man comic to see him punch the Green Goblin. Or would, if such was available to them.