It only placates a small number of readers who barely outnumber what Sam is currently selling.
Beyond that, Sam's got multimedia exposure due to the Ultimate Spider-man cartoon. It's also quite possible that nobody made a pitch that warranted bringing Rider back from the dead.
Also, the Hulk comparison is kind of moot at the moment as Banner's going about depowering other gamma-radiated characters.
At the end of the day, Rich will return and it will be glorious but probably still not maintain sales above 30K.
At least the Nova mythology is still relevant in the MU, unlike a certain cosmic defender from Wisconsin.