If you already know what "the MJ kerfuffle" is, you're my target audience. Everyone else is excused, but if you're interested, context can be found here.
When devildoll posted the pictures of the MJ maquette I honestly only gave it a an exasperated sigh, and then moved on. However, it got linked on metaquotes and next thing I knew there were six pages of comments, some mildly amusing trolls, and letter writing campaigns. I was blown away by the outrage. Click that link. And scroll down. And down. And down. And down.
Why was I surprised? I honestly didn't think it was that bad. Oh, sure, she's the perfect blend of sexual availability and domestic subservience in ways that I could detail at length1, but honestly I've seen worse. I'm worn down. I can't get outraged every time, I don't have the strength. At least that MJ looks happy, unlike art I've seen where the poor woman looks embarrassed or humiliated.
But many of these people were outraged because they're only casual fans2; they saw the movie, watched the show, and have maybe picked up a comic or two, but they hadn't realized that the way MJ is presented in this maquette is pretty much par for the course. And they're outraged because seeing the movie and watching the show made them care and now they see how Marvel values her.
Pay attention: these are people who were interested in the property. These are people who were receptive. These are people who, if Marvel had played their cards right, might have been setting up pull boxes in a year or two.
Marvel: this is what you look like to people who are browsing the windows trying to decide if they want to come in.
In case I'm not being clear enough, people with money. Stop thinking of them as people who want to take away your precious boobies: start thinking of them as people with money to spend.
1. She's bending over to make every orifice sexually available to the viewer. In case orifices don't turn your crank, her breasts are available for frottage. In case you might worry about her super-strong husband, she's not wearing a wedding ring. In addition, she's doing a menial and unnecessary domestic task to signal her submission. Hotcha!
2Not all of them, obviously. Have you looked at that list of links? There's some sixty odd different reactions from men and women across the board. But I submit that in a general sense, this was a much more outsider group than your general comics-feminist outrage.