I would hope, that when DC, Marvel, etc, hire someone to write for their books, it's because that writer offer's something fresh and compelling. Even if they assign a writer to "re-hash" an older existing concept, it should be that writer's "spin" on it.

Anyway I do believe in continuity and established character traits, but not the hampering of creativity. I feel writer's should learn continuity, and look for loop-holes. This way if they plan to use continuity they can find someway to put their own creative "spin" on that continuity without screwing up what someone else has already built.

"Life ain't nothin' but bitches and money" - Ice Cube