Because you are getting hung up on something extremely petty like the terminology people use and the difference between Marvel and Marvel Studios. That's really not something that should be any sort of big deal to anyone, why does it annoy you?
Guess what breh, we both are fanboys. We both read the comics, watch the movies, keep up with the details of the characters, etc. We own that title whether we want it or not.
But don't worry about uptight geeks and what they do, make it a priority that you don't fall into that petty and obnoxious class of fan, which it appears you are dangerously close in doing based on your complaints in this thread.
That is your opinion, not fact. Fact is Marvel IS having good sales, and I much like most of the comic audience likes and values their stories, so from any objective standard Marvel IS killing the comic game right now. I personally think Hickman is the best writer in comics right now and I've been very meh on the New 52, But I also am aware those are MY opinions. You may not agree and that's fine, but if you are gonna make a claim like that, you gotta back it up with facts and I don't think you can do that.