I dunno, it's different when you're writing a franchise. If you've got a property like Marvel-616 under your care, you're pretty much guaranteed of people showing up - in a sense, you're in their space, in the same way a troll is in the trollee's space on a forum. The readers are going to be there regardless, y'know? They're paying your company for the privilege of reading about Iron Man and Cap's messy break-up.
Something like IRONWOOD, though, people are paying you for the privilege of reading your unsexy porn. It's a bit more direct, and far more effective a troll (a crappy 616 story can be ignored, retconned, or alleviated by subsequent writing; when IRONWOOD is done, it's done), with less return for the reader and a stronger sense that you're directly rewarding Willingham by buying it.