Could it be that Fraction/Aja are the main selling point here?
Immortal Iron Fist wasn't THAT long ago. That was another critically acclaimed book by this same creative team.
If you thought THAT series was good, there was a good chance that you thought THIS series would be good to.
Hawkeye also would appeal to the same fans that like Daredevil(another highly acclaimed book about a heroes down to earth adventures).
"I don't know how to please you Lord, but I think the fact I try to please you, pleases you."