Right now the Bat office is more dependent on Dick to use for Batman and the other Bat family members, be it as fodder or as a tool, then he is on Batman or any of its franchises’ characters. I mean when’s the last time Batman was shot in the head just so he can feel sad, or Nightwing randomly beat the **** out of another family member just to show readers what an awesome fighter he was. While marketing wise the Bat association helps, narratively speaking under the current Bat office the Bat franchise is actually hurting him. And outside of comics he has more going on with the Titan franchise right now.