This all started with Marvel Comics' announcement of a panel at SXSW (South by Southwest), which will bring Marvel Editor in Chief C.B. Cebulski and Chief Creative Officer Joe Quesada together for an hour-long panel. The panel is titled Marvel: From Comics To Screens and will analyze how the comics act as the lifeblood and pulse of the movies, games, and television shows that are dominating the market right now.
An article by Bleeding Cool suggested that perhaps the panel is to prove to Disney that Marvel Comics as an entity is needed if all those other mediums are meant to grow, as those are built on the stories, characters, and worlds that are explored and created in the comics. That wasn't really based on anything specific in the press release, but more on thoughts from retailers regarding Marvel's flooding of books.
Other sites then ran with that narrative, causing more than a few reactions online. For reference, here's the description of the panel from the press release.
"On Friday, March 8th, Marvel’s Editor-in-Chief C.B. Cebulski and Chief Creative Officer Joe Quesada will lead an interactive discussion about the history and landscape of Marvel Comics. Titled Marvel: From Comics To Screens, the hour-long panel will look at how some of Marvel’s most iconic characters and storylines have contributed to the games, movies, and television series that are so renowned among popular culture. Everything starts with an idea – and Marvel Comics is the spark that lights the fire!"