How could Marvel Comics lose Peter Parker, its most famous character, to a brain switch with Dr. Otto “Octopus” Octavius, so that “Doc Ock” would take over the role of Spider-Man?

Peter Parker is no more. In the 700th and final issue of The Amazing Spider-Man, writer Dan Slott's controversial story saw Spider-Man's mind switched with that of his dying arch-foe Dr. Otto ...

How could Marvel Comics lose Peter Parker, its most famous character, to a brain switch with Dr. Otto “Octopus” Octavius, so that “Doc Ock” would take over the role of Spider-Man?