I don't think it was the branding so much as the approach, it was being treated as some sort of line but it also had Batman in it for good measure. It was a different Batman, one existing in a pulp setting, but on some level that shows a lack of faith in the material. Vertigo is where I'd wager those properties would flourish, but they could survive at DC with the right creative team and some marketing. Perhaps as a digital title. Darwyn Cooke's Spirit was wonderful and it was doing relatively well while he was on it if memory serves.
I know I suggest him for everything, but this is making me realize how much I'd love a Doc Shaner Spirit one-shot.