You sincerely think that is the reason they went with that gimmick?

DC, in the fifties and early sixties, had "imaginary" or sometimes dream stories where someone took the place of the hero for a book or less.  Marvel made fun of the idea, but later adopted it with its "What If . . . " book.  

There were many Phantoms, but only one at a time, and the impression was that absent a visit to the archives, we always saw the same Phantom.  

In the comic books, Green Lantern was the first book I remember where multiple heroes bore the name, but generally as acknowledged temporary subs for Hal Jordan.  Like it or not, there was a certain logic to this, as the silver age Green Lantern was almost from the first depicted as an intergalactic cop who had been issued a uniform and a gun, in the form of a power ring, by the Guardians.  We all knew that when he went, someone else would get the ring and costume, so why not have a fill-in or two when he was out of town?  

To my mind, the situation is now almost completely out of hand.  One develops an affection for characters.  Think about someone you love in your family.  If he or she were gone tomorrow, would a "replacement" be as good or better?  

These changes are now often coupled with the "everything you thought you knew about X is wrong!"  Well, I followed the damn book for x years based on liking "everything I thought I knew" about the character.  If it's wrong, maybe it's time to stop reading the book.  Which is increasingly what I've done lately.

Ah, but "everyone" knows better these days! We "know" how old those fraudulent ol' phonies are, prancin' around pretending to be of a certain age, when in fact, they're as old as the hills... And besides, we have a new Hotstuff McMuffin title coming out soon and her whole gig is tweaking the noses of these fogeys ("lovingly," of course!) while spouting teenspeak about how the real problem with Millenials is that they're all so old now... Seriously, isn't about time for the next wave to get some attention?

So "old" must be treated as "old" and must act "old" even if its against every concept central to the character's appeal and seemingly runs counter to sane commercial product manufacture. It really was a long time ago now, wasn't it, that Spider-Man's marriage was ashcanned in the name of keeping the character "young." Well, we're clearly done with that nonsense now. Guy's old. Let's make him old.

Here's what really bothers me about that image. Carol Danvers and Jane Foster are right there, in front of the men they're replacing. In fact, Carol seems to be there twice, in both the old and the new guard, something Ross underscores by having her assume identical poses in both rows. Both Carol and Jane were in the first few issues of Mar-Vell and Thor's original iterations making them just as old as the fogies they're kicking to the curb.

Marvel, you keep using this word "Generations." I do not think it means what you think it means. Why not just call it "Characters With Same Name" instead? Or how about "Franchises?" I like "Franchises."