According to Wikipedia (It's a valid bit of information, I checked the source out):
So, my task for you guys is to pitch a successful Silver Surfer ongoing series. Who would write it; who would do the art? YOU perhaps? What would be the basic plot/premise, the villain(s), storylines, etc?[Marvel Comics editor] Bill Rosemann has stated that he considers the Silver Surfer as "the last jewel in the cosmic crown that needs to explode," and that the trick with the Surfer, who he referred to as a "great character", was to figure out "What would make him work as an ongoing hero. We don't want to rush it."