The Heroes Reborn reality is remembered if the writers need people to remember it. It was covered in one of the back-ups from Captain America recently:



I assume with Tony it's the same way. Doesn't remember much, but does remember something. IIRC, Hawkeye remembered in the pages of Thunderbolts, but then HR Hawkeye was later revealed to be Wolverine all along!! Oh, and Steve wasn't really married with a kid, he was just brainwashed into thinking he had a kid and they were all Life Model Decoys?? Liefeld...