Mostly because for pulling shit like holding their best sellers, Star Wars particularly, hostage by withholding access to them unless a shop ordered double or triple the number of books to another series than they would've normally ordered so they could brag to the media that a diverse "woke" comic was the top seller that month, overstocking comic shop orders with extra issues of junk that had poor sales so they could lie to Diamond about the sales while the shops were left with extra inventory they couldn't use, sending boxes of junk they didn't order so Marvel could continue to lie to Diamond about the numbers (and footed the shops with the shipping costs), and overall be very rude and dismissive to comic shop owners who have voiced their complaints and seem more than content to let the writers and artists who work at Marcel spew vitrol at shop owners when they point out that they know for a fact which books aren't selling.
So the usual.