Do you honestly think that studio heads are that smart?... Well, they're not. Sorry to disappoint you, but they're not. They know for a fact that they could simply "make it serious" because of the advertising-value. They know that. They may be smart to some people, but I see these guys as just being down-right greedy. If they want to make a great 'Spider-Man' movie. Be faithful to the comics. Don't take out the humour (which is what the article states, by the way).
I may sound pretty negative about this (and I am), but... all I want is for the studio to give us a true 'Spider-Man' movie. I don't want to see him act nor be around "serious" characters. Having to defend an article, like your doing, is pretty much useless. All the facts are there. I've read 'em left, right and center and I know I ain't imagining things 'cause I'm looking at it right now. If this is the way they're gonna reboot Spider-Man. Count me out. There's plenty more comic-book movies to look forward to in the future, and you aren't gonna see me wait around for a film that the studios are (pretty much) dumping out of their asses.