To me it really just boils down to an obssession on Marvels part to keep pushing mediocrity that sells to the less discerning audience.
True. If Marvel had really given this title a push and got more interviews and previews out there this book could have lasted as it has all the ingredients that should be a hit. But as you say, the masses prefer mediocrity!
Hickman has said she is one of his favourite female characters, but to be honest I'm sort of glad she didn't end up on his Avengers roster because I've not particularly enjoyed his run. It's all seems very plot rather than character driven.