It may be true that Cosmic Marvel is not really appealing to readers right now, as it is with many genres, but that being said, it really just needs a creative writer with determination to recapture the interest of audiences. Any story can be good with the proper writers.
I think a good Surfer book should do what old Marvel books like FF & Thor used to do: explore. New places, peoples, monsters, gods etc. The universe has to have more than the Kree, Skrulls, Thanos and Galactus.