apparently, they're trying to centralize editorial control more and make it all one office instead of avengers office ran by brevoort and x-office ran by nick lowe.

since the avengers is the apple of the company's eye right now, they're breaking the x-men to make it fit under the avengers' wing/avengers-run world. but the x-men have been independent for too long, so the solution was to put a question mark over their independence, dismantle utopia and discredit their leadership. thus avx.

that's what went through their heads.