Vertigo caters to a more "non-comics reader" audience, no question. But how else is the industry going to survive? Hell, my first comics were Sandman and V for Vendetta. Now I am buying Blackest Night just like the rest of fandom.
AND YET, I still adore Air and Y: the Last Man and Transmetropolitan and Preacher and-- shall I go on reminding you what other amazing comics have come out of Vertigo?