I'm guessing this is part of the shift that's happening all over the publishing industry. Many of these companies are having to focus more on brand management as their primary revenue source than their publications. Penthouse Magazine underwent a similar transformation recently (link is a perfectly safe Newseek article.)
Which explains both DC's new management, and Disney's recent purchase of Marvel. Disney is an undeniable master of brand management, and having those resources at their disposal will definitely make Marvel more competitive in the future.