Yeah, I believe the comic books have been doing it for a while now. Which may or may not have something to do with why the comic books have not been selling.
After the run of "collection issues" in the 90's, people don't want books that won't keep it's value. Comic books got stuck in that trap. The only people that buy them is fans of characters or storylines.
I'm sure politics is helping with the decline also. But, their target readers are young people. So, it could be a tactic to get more readers. Who knows
NO MATTER HOW GOOD AVENGERS: ENDGAME IS, IT STILL MARKS THE END OF AN ERA WHERE MARVEL STUDIOS MADE MOVIES FOR THE SAKE OF GOOD STORIES, AND THE BEGINNING OF AN ERA WHERE THEY'LL MAKE MOVIES FOR THE SAKE OF PROGRESSIVE POLITICS; SO SEEING IT WOULD BE BITTERSWEET EVEN IN THE BEST CASE