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Especially since Emma seemed to be used a LOT more outside of the X-Books than Jean did when she was alive. And then you had her and Scott's romance (Which negates Jean coming back to romance him and serve as his lover AGAIN!).
Nah, Emma didn't appear that much more than Jean did outside of the X-books. Inasmuch as all the other main X-Men appeared in the big crossover events, Emma did, but had Jean been around, she would have too. Remember, the first time Jean was brought back, it wasn't even in an X-Men title but in Fantastic Four.
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In regards to fake Jean's, franchises do that all the time, and there had to be a reason that no one brought back the real Jean (Up until this point.).
Yeah, the reason is that two respected writers had killed her off, first Claremont and the Morrison.
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They also did the "replacement" Jean after her first death (Rachel Summers, Maddy.). The characters have pretty much moved on, but of course some fans and writers can't let go.
Marvel has had so many replacement Jeans - Madelyne Pryor, Rachel Grey, Hope Summers, Teen Jean - precisely because she has a role that has to be filled and writers keep trying to fill it because they can't get it right and they can't get it right because they aren't using the real Jean!