In the minority here, I've actually followed, Fraction, Hickman, Aaron etc from their creator owned work to their superhero work. These three in specific showed me with their creator owned work that they were worth, at least checking out when playing in other sandboxes.
However, I still find most of their creator owned works more interesting.
I give Marvel credit for Icon. Sure, it benefits them, but Fraction, Moon and Ba' are getting promotion they wouldn't otherwise get and... page rates, which allow them to do Casanova and actually make money from it.
I believe that icon is set up like image, no page rates its all backend pay.