I believe that, with a vanishingly small number of exceptions, both Marvel & DC are creatively bankrupt, driven more by a desire to grab a larger chunk of a rapidly-shrinking pie than any long-term storytelling.
It has happened before. People forget just how C-list T'Challa was before Priest took him to new heights. The only reason he got away with it is that Bob Harras DGAF.
(And the book STILL didn't sell.)
Redjack is right. The best work isn't being done by the Big Two, but by little guys plugging away in various corners of the Net.
Hell, I bet that only a handful of people here know that one of the (if not THE) longest-running indy books with the same creator since issue #1 was written & penciled by an African-American.