continuity in comics
[ The dark side (1) Continuity and nothing else ]
Continuity is also not supposed to become such an out of control, omnipresent, front-and-center, overwhelming element in a comic book that NOTHING new is ever done and no story ever seems to begin or end, but rather, all current plot developments grow out of past plot occurrences, constantly looping and feeding back into and on each other until it becomes virtually impossible to figure out exactly where certain characters came from, who they actually are, or where they're going.
This is especially a hazard in large team books, and almost guaranteed to happen under the auspices of a writer who combines certain dangerous attributes: namely, laziness, a lack of knowledge of how to do real, interesting, three dimensional characterization, and, last and most hazardous to actual story quality, popularity [because] editors don't tend to interfere with writers who sell well.
-from the article
And it could have written for either Batman Grant Morrison or Avengers Brian Bendis.