>>149085588
>But they'd been disassociated for a while by the time of Marvel Rivals so Rivals was just a major factor compounding onto that
Pretty much this, Marvel Rivals just exacerbated an already existing issue - when Kelly Thompson started writing Jeff's own comic for the Infinity online stuff, Gwen was suspiciously absent for the first 1-2 years despite literally being his owner. I think it may have been due to them trying to push Gwen with the X-men / mutant side of things really hard and thus she couldn't live with or take care of Jeff, who knows.
That's since changed and now Gwen appears quite frequently in Jeff's comic as his primary caretaker but as others pointed out, the damage had been done and the dissociation between Gwen/Jeff was widened by Rivals.