Kyle Rayner, Ben Reily, Superior Spider-Man, Red Hulk, Sam Alexandar, just about any number of lineup changes in the Justice League, X and Avengers books, it's not like these changes go down well all the time when it's white for white. Hell, DC got flak for killing Ted Kord long before Jamie came to replace him as Blue Beetle. Editors, and sometimes writers forget we aren't reading about "spider-Man", we're reading about Peter Parker. The character isn't the suit or the power set, it's the person. The team isn't the banner, it's the members. And while changing that can be done, the high profile ones these days aren't being done delicately, or often producing a follow up worth the loss.
I mean, I gave Miles every chance, but he was a character dominantly defined as "not Peter Parker". Seriously, when it wasn't his Daddy issues, it was how to live up to the legacy set by the high schooler that preceded him. Sam Alexander never clicked, and came at the cost of more than a few plot threads from Richard's book. Jane Foster's Thor: honestly a cool idea, lost in mystery and identity politics. Falcon Cap is something I haven't read, but a sign that the culture wars have done damage to something that otherwise would have been seen as a decent idea and natural choice for replacement for the temporary time it's destined to be. Simon Baz and Jessica Cruz are getting their shots in Green Lantern, but Baz didn't stick the first time, and Cruz is only interesting as the time bomb she is.
You can't put a new product under an old label and expect it to be loved as much as the old one, and you can even alienate your current fans in the process.