It's created gimmick after gimmick of fake Jeans for 12 years in efforts to rescue the brand, and often treated Emma as Jean with a bleach job.
Except that Frost is more fun than Grey.
I don't like the White Queen as a member of the X-Men (IMO, Grant Morrison's biggest mistake) because she is a narcissistic pervert with telepathic powers and no X-Man or X-Woman in their right mind should have allowed her on the team, under any circumstances.
Still, as a character and as a villain ? she is fun !