When you consider that the average Spider-Man comic only sells 55K, those couple thousand people plus those like myself who don't go online to ***** and moan add up to a lot of people not buying.
Look at what happened with Brand New Day, they had a couple thousand people *****ing online - before BND - ASM was selling
ASM 534 113 507
ASM 537 114 796
ASM 540 119 624
ASM 541 108 217
ASM 542 105 678
ASM 543 106 478
ASM 544 146 170
ASM 545 124 406
After BND - and the online *****ing from a vocal minority to that, in 8 months it dropped from similar numbers pre-BND to just over half
ASM 546 127 856
ASM 547 101 132
ASM 548 97 881
ASM 549 101 048
ASM 550 90 817
ASM 551 88 029
ASM 552 89 808
ASM 553 82 624
ASM 554 81 048
ASM 555 86 885
ASM 556 78 442
ASM 557 77 041
...
ASM 573 82 540
ASM 574 69 060
ASM 575 68 904
So here we go - with the run up to 700
Amazing Spider Man 678 54,259
Amazing Spider Man 679 52,557
Amazing Spider Man 679.1 50,618
Amazing Spider Man 680 51,866
Amazing Spider Man 681 52,148
Amazing Spider Man 682 57,148
Amazing Spider Man 683 59,153
Amazing Spider Man 684 57,454
Amazing Spider Man 685 58,117
Amazing Spider Man 686 58,333
Amazing Spider Man 687 62,681
Amazing Spider Man 688 59,490
Amazing Spider Man 689 59,868
Amazing Spider Man 690 58,984
Amazing Spider Man 691 60,768
Amazing Spider Man 692 91,072 (50th anniversary issue)
Amazing Spider-Man (1963) 696 57,945
Amazing Spider-Man (1963) 697 59,878
Amazing Spider-Man (1963) 698 81,350 (this is the issue that was hyped as a must buy by Slott and others)
I'm not sure I'd say that people are slapping their money on the counter for regular issues - 696 and 697 sold number similar to the last 8-9 months with a 10% raise from 10-11 months ago - not sure on what happened there.
Yes, 698 did spike by 20K and I'm guessing 699 and 700 will as well when the numbers come out.
Will it last? No, it never does. Will it hurt average sales over the long run? That's what I expect. I don't see SSM selling over 55K past issue 3 or 4 and I see ASM 750 or 701 or whatever it gets renumbered when he returns to have a spike at that point for a couple of issue, but issue 753 or 704 will be down to 50K or so.
People did vote with their wallet post BND as seen above, and I expect the same result with SSM as well. I'm not sure short term (3-4 issue) spikes for stuff like this are worth it in the long run.
Kevin
Edit - Will try and source the numbers for 693-695. All numbers listed above are from John Mayo / ComicBookPage.com