It's funny you should say "If that doesn't work throw in a monkey or an ape", when Marvel have just recently finished there "Pet Avengers" and "Marvel Apes" storylines.
I can not see why anyone would want to tell a Spider-man or Avengers story. I don't think anyone creative should really think that way. People should want to tell a good story, I can not for the life of me figure out what makes Spider-man different from 100 other properties.
Take a leaf out of Alan Moore's book. Or someone like Kirkman whose not a fantastic writer by any stretch, but has tried to make his own properties, and has succeeded in mainstream success.
Oh, you get no argument from me when it comes to fictional characters like Spider-Man or the Avengers. Been there, done that. It's been done to death and this crazy madcap fight with the X-Men is just indicative that even fun, mindless comics have already been done before.
In fact, if you take that one step further, you'll come to realize that there's very little you can do with ANY fictional character. All the fictional archetypes have been covered to death time and time again. Even Mark Millar can only reimagine Batman and Spider-Man into his completely original characters so many times until someone notices. How many more late 18th century- early 19th century fictional characters can Alan Moore use before that avenue has been done to death. Even non-fictional characters have been snatched up by comic companies such as Whitewater.
No, if we're looking for a future outside of the Big Two for the world's top creators, what we need to look at is an area that has still been relatively unexplored in comics. That area is instruction books. Imagine a comic on color theory by Grant Morrison and Frank Quitely! Think of a Geometry comic by Mark Waid and Adam Kubert! A Learning Spanish comic by Frank Miller!
This is the paradigm shift and it is guaranteed to be unique and original comics that will save the industry and draw in new readers. Especially if they are available on the iPad.