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In the mid-90s, Marvel had four monthly Spider-Man titles and the writers and editors decided they wanted to give it all a soft reboot to simplify things. Instead, their story kept getting stretched out without a planned ending. Three different editors-in-chief were placed in charge and each stretched the story out longer. Spider-Man's "Clone Saga" was intended to last about 6 months originally, and somehow lasted over 2 years. This is the story of what was happening behind the scenes.
If you want to read more, this is a great resource: http://lifeofreillyarchives.blogspot.com/