Perhaps they could look to every mass media adaptation of Superman that's existed over the last 40 years for inspiration?
I legitimately think Rucka's series went the way it did mostly out of spite to DC. Of all the writers DC has had in its stable, Rucka is not one who suffers from the lack of imagination to use a character like Lois. He used her in essentially Renee's role in his Adventures of Superman run. And the Superwoman thing was just a mess. How can the justification for that be they didn't know how to use Lois when the bait and switch went to another human character that gained superpowers?