I wouldn't discount it, comics creators will do anything to sell books, and the whole "let's reboot, or shake up the continuity" is now a stock trick. As a general rule one of Marvel's big selling points has been not doing this to the same extent, though it's threatened to do it a number of times.
I'd imagine the whole idea is that they want to make the continuity of the comics match up with the movies more, and have seen people fairly accepting of "the Cinematic Universe". They however probably want to be able to have just "The Marvel Universe" without having to worry about the distinctions. Especially seeing as like pre-Crisis DC they have parallel dimensions which include all the incarnations and separate universes (Ultimate, Zombies, etc..). In theory I could see some marketing hot-shot deciding that they could do a "Crisis" type event and then decide to take what they think is the "best" of the various universes and put them together.
I just can't see it going over well though, as half the point of "Marvel" and what has kept a lot of people loyal was them staying away from this garbage, and keeping characters more or less stable across several generations now. Rebooting the universe just for millenials would be the idea, but at the end of the day they rely on the deep pockets and nostalgia of Gen Xers and Baby Boomers to keep these characters going, and the new generation has already kind of embraced them as they are, differences from the movies included.
I anticipate we might see something like this, along with claims that things will stay that way, followed by a backlash full of tons of publicity, probably timed to coincide with "Avengers 2", and eventually Marvel will "back down". Either that or they will use it as an excuse to borderline retire the publishing end of their business and focus entirely on other kinds of media properties which are supposed to be a lot more valuable (at least for the moment) anyway.
Not to mention that a big part of doing any such reboot is to make things more politically correct, and less controversial. I've noticed for example the whole "Lobo" reboot that was even linked to here (a DC character), with the new version missing the point of what made the character popular. That was probably done in part because of some of the more controversial aspects of the character, other than the violence, such as one of his powers being complete and total immortality given a divine technicality in neither Heaven or Hell being willing to take him. Now if you know DC's cosmology from having followed "Sandman" and such you can see how this kind of thing can happen, before you even get into Lobo. With Lobo though, to explain why things work this way your pretty much dealing with metaphysics that could offend some viewers just by mentioning Heaven and Hell (or seeing them interact with Lobo). Unlike say "Hellblazer" which an be done as a horror movie totally separate from the DC universe, Lobo is a character that kind of needs to interact with regular super heroes and "high camp" goings on to really work. The new version is more friendly to mass media properties down the road, and seems like a boardroom compromise, but one that of course is not likely to go over well with people who liked the character to begin with. The point here is that in going this way Marvel is likely to cause a lot of problems like this, and given it's more serious tone (on average) and that it's strength is it's relative continuity I don't expect a reboot to last.
