It's all about culture. It starts from the top of the pile and leaks down. The current Head editor came from Star Wars by way of internal restructure - it's not like he asked for the change. He also came in just the X-Men were getting out from under the Inhumans, Death of X, etc. Books aren't pitched anymore. A group of editors (most like-minded) get together come up with some nonsense and assign/ask someone to write. I just today found out that Children of the Atom foolishness isn't even Vita Ayala's brain-child. A could editors (not writers) cooked up most of it and just put her on the project. For the life of me, I still don't know what the book is about!
At Marvel, it's 'story above continuity'. They are afraid of scaring off potential new readers (lol) by having their universe steeped in years of lore... you know, like how comic books have worked since the 60s. So, this is what you get. A bunch of new writers that aren't tasked with thoroughly researching their subjects beyond the last run or two. Since most of the new writers of the past 5 years are all basically the same flavor - the characters behave differently than they have until the point their new personality is the new norm. Which means they all sound and act the same, or how their most popular iteration from movies or TV do. It's how we ended up clumsy Gambit, clown Sinister, good-guy Daken, anti-hero Apocalypse, whacky Pyro, or X-Men that are somehow cool with being called Marauders...