Most of Marvel is from NYC and lives there. Not gonna embarrass the home town more than absolutely necessary. In the hands of a lesser creative team, it could have been a complete disaster as opposed to looking like a DC 52 first wave cancellation.
It's marketing that crosses demographics - so for marketing nimrods who know nothing about comic books (or sports), it's seen as a way to perhaps get some new readers
And, given that Marvel put pretty big names like Aaron and Deodato on it, it appears that they are clueless enough to be resorting to tactics like this as a primary way of 'growing the industry' - which is the most laughable (or lamentable) thing of all
I find your lack of understanding of how marketing works... disturbing...