Again, this goes back to how safe the main Marvel line has been. If you're going to let Hickman cook, that means breaking the toys for a few years, and Marvel seems unwilling to commit to that these days.
The thing is, Hickman works best (on superhero comics) when he's reinventing something people already care about in cool ways.
They keep throwing him on stuff no one cares about (the mystical Marvel stuff with GODS, space Marvel with Imperial), and so the sales can't justify the slow burn.
