To sum up:
- No one wants to try anything new, so new characters by new creators...nuh-uh.
- Wildstorm, as a brand, doesn't inspire consumers to buy anymore.
- The wait-for-the-trade mentality + hatred of the miniseries format = no floppy love.
- The retailer incentive for issue #1 didn't extend to issue #2.
- The cover for issue #1 didn't stand out.
- Readers didn't respond to the concept.
Maybe, finally, the answer to the "why" is: The market just isn't set up to support a book like this because, ultimately, the readers don't want a book like this. If they did, there'd be more of them. There'd be more romance books, and more action books, and more war books, and more straight sci-fi books, and more police procedural books. I'd say it was as myopic as TV, but then you'd have to posit a TV landscape where there were only sitcoms set in a bar.
But the market, with the rarest of exceptions (e.g., Y: The Last Man, Criminal, Walking Dead, Fell, Casanova, etc.), wants superheroes and only superheroes. Especially superheroes they already know. And especially if there's a possibility that they're zombies.