^I'm saying this in the nicest way I can here, and I may be wrong, but it seems like you don't read many comics.
I mean, do you know how many bad Superman, Batman, Spider-Man, Captain America, Avengers, Wonder Woman, Aquaman, Flash, Daredevil, Green Lantern, X-Men, X-Force, X-Factor, Sin City, Cerberus, Strangers in Paradise, Stray Bullets, Robin, Teen Titans, New Mutants, Guardians of the Galaxy, Scarlet Spider, Az-Bats, Eradicator, Steel, Superboy, Shadowhawk, Youngblood, Cable, Bloodstrike, Nightwing, Batgirl, Justice League International, Justice League Europe, Extreme Justice, Sleepwalker, Ghost Rider, Punisher, Wildcats, etc, (and forevermore) issues/storylines/entire series there have been?
If everyone had fear and trepidation about the series and properties they're fans of then I can't see how this market could last as long as it has. Continuity is a touchstone and trademark of newsstand panel-to-panel "comics". Always has been. See DC's current issues to see what throwing continuity to the wind can do to a comic that is supposed to think in the long-term.
It would be like asking Marmit to not make their figures stylized or SHMA to not make their figures articulated. A long, continuous story in the Godzilla universe is one of the best, most unique things a Godzilla comic can offer us.