"...let’s look at chess. Chess is a game with pretty rigidly defined rules. King moves like so, rook moves like so, et cetera et cetera. Brian could look at chess and say, “That game seems a little too rigid for me. I wish there was a way to change the rules.”
And there is. There are any number of variants, collectively known as “fairy chess.” These variants are limited only by the imagination of the two participants in the game. (Or three, four, five…some fairy chess variants allow for multiple players.) You can decide, “For this game, rooks and bishops will be replaced with extra queens.” “For this game, the board will be considered to be a cylinder–you can move from the left-most square to the right-most square directly.” You can change the rules, make them whatever you want them to be, whatever you can get everyone to agree on. This, I think, is the spirit of what Brian is advocating.
But what Marvel is doing is the equivalent of changing the rules mid-game, unilaterally, solely because they don’t like the way the game is going for them. “I made a move I didn’t like twenty moves ago, and it turns out that it’s going to make me lose, so, um…magic. I get my queen back.” That’s not fairy chess, that’s just cheating. I maintain that there is a difference."