I care about general continuity to the point that I want to make sure there's nothing crazy and conflicting, but the biggest barrier to any new comics reader is the overwhelming sense of "what did I miss in the last 20 or more years?"
It was to me at least. I love a 8-12 month story arc with some big changes as a result, but there's better ways to finesse things so that 3-4 years from there you don't have to go back and read every issue in-between to get back into the story thread if you dropped a title at some point. If there's a good story, I'll read it, but I hate to see good minis and one shots ignored because of the "isn't continuity, don't care" attitude.
I do feel that publishers should be a lot more flexible about the characters and backstory. If there is an awesome new backstory that is somehow cooler or more meaningful than what Stan Lee wrote for Spider-Man, I'm totally willing to read it. It's not like my old issues suddenly disappear, or another writer can't just pick up from the old story line.
The New 52 was a good idea, basically because comics needs more new people than even read comics at this point. I saw a damn TV ad for the new Justice League a couple weeks ago. The only way they're going to get new readers is to erase any doubts they might have about not getting the most out of the stories they pick up, and hope old readers enjoy them just as much.
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