I agree that DC could be doing a lot more to hype this run. This, if only in concept, has appeal to non-comics readers, and is exactly the kind of Superman reinterpretation (actually not a new take for Superman, but one that's faded from public consciousness) I'd be pushing to get audiences to reinvest in the character.
But a little blog press about Superman tackling police brutality, and some reviews in the right places, could go a long way.