When I owned a comic shop in the early ninties it was a time of mega cross-overs and variant covers. The most famous variant cover was the X-Men #1 with five seperate covers. The two most infamous mega company cross-overs were Secret Wars II and War of the Gods. Both marketing ideas were pushed to the max until the market place just said no to them.
Personally I think we have hit that wall again. The variant covers do not seem to have the buzz they did just a year ago and the mega cross-overs seem to have over stayed their welcome. I think Civil War and the constant delays has been the burn out point for me.
Now if the result of Civil War is some exciting stories in the regular Marvel books, then I'm all for it. DC did a terrific job since Infinite Crisis with many of their regular series. So why Infinite Crisis was not all that, it served a good purpose.
I state all of this as a preamble because I believe both DC and Marvel have another mega event in their plans soon and I hear both companies will be doing a weekly book. The sales numbers show you why they want to try and replicate what they have done. 52 and Civil War books are the top selling books (at least to the direct market - who know what the sell through is at this point). I just thing that the market cycle for those ideas needs a breather. Variant covers should disappear (unless a 2nd print is called for), mega cross-overs should take a year or two off and the weekly book idea may have been a one time winner.
Should be interesting to see what next year brings (although we already have March solicitations and it appears everyone is sitting tight so far).