
I think James hit the nail on the head when he wrote:
I think the real issue here, is how indelible the superhero formula has been imprinted onto the pop-culture landscape. And that it now has become much more than merely a segment of sci-fi storytelling, but has evolved into an entity unto itself. An unfortunate side-effect of this, is that other types of sci-fi, which use elements of concepts people see as “superhero” in their reference, automatically makes THAT work a “superhero concept.” But that simply isn’t true.
Calling the main characters of CrossGen “superheroes in disguise” is interesting. It reminds me of a PvP strip (I could track down the url of the exact strip, but life is too short) where Francis mentions that Wizards of the Coast should sue J.R.R. Tolkien for swiping all their D&D ideas for The Lord of The Rings.

There are a lot of places where CrossGen’s principles diverged from the superheroes of the Big Two, and James mentioned some of these differences. For me, the fundamental difference - which happens to be one of the big reasons why at one point I was collecting all of CrossGen’s books - was that CG’s story concepts were much more finite than those of Marvel and DC.
There are many reasons why superheroes have dominated the comic book market, and of course the puritanical Comics Code probably has more to do with it than anything else. However, I think another reason is that the simplicity of the concept lends itself to a greater range of stories. "Guy wears funny costume and fights evil." There’s no limit to the amount of stories you can get out of that, even if you’re essentially telling the same stories again and again, and the superhero supremacy of the comics industry is proof of it. The source of Batman’s enduring popularity is one of the best examples of the malleability of the superhero. His lack of super-powers makes him well-suited for the "street level" superhero stories, his dark stylization fits him comfortably in horror or mystery noir, while the very fact that he wears a funny costume gains him entrance to the world-threatening or cosmic stories. You can put him in a kung-fu movie or a spy thriller. You can have him put away crack dealers or hunt vampires. You can blast him off into space or send him back in time. There isn’t a single genre in action-adventure fiction where Batman can’t find a home.

Ironically, while CG’s relatively limited concepts (as far as translating into ongoing, successful titles) may not have brought in the dough, and while I don’t agree with the idea that the characters were merely "superheroes in disguise", these finite concepts are exactly what I’m hungry for in superhero titles. Ask me to name my favorite superhero comics, and it’s likely the list I come up with will be filled with limited series whose characters and plots never saw the light of day after the initial limited series ended (Watchmen), or ongoing monthlies that - in spite of the fact that they were ongoing - harbored concepts that dictated the story would have to eventually end (Sleeper, Starman).
Somewhat related to the subject, just yesterday over at Sleep is for Suckers, Joel Hunt wrote the following about the popularity of Starman:
I think it’s very telling that, although Starman was a very popular series, and Jack Knight a compelling and complex character, the series was ended with such grace and panache that there hasn’t really been very much outcry for its return.
While I came late to the party for Starman and have yet to read the entire series, it seems likely that the reason there’s been no call for a follow-up is the same reason there’s been no call for sequels to Watchmen or Sleeper.

I think we deserve an end to these characters, because how can you appreciate a story fully until it comes to an end? It seems like, while they’re understandably unwilling to gut their franchises, the Big Two realize there’s a need for an ending, which is part of the reason why we get books like DKR , Peter David’s The Last Avengers Story, and Marvel’s various The End books. It’s part of why readers are enthralled by Elseworld/What If books and alternate reality tales. Divorced from standard continuities, they’re the only places where readers can get any kind of ending for their favorite characters. It’s an interesting paradox, really. I’m not ignorant of the fact that most readers would want my head for proposing the ending of favorite superheroes, but at the same time I’d wager most of those same readers are intrigued by the idea of getting a peek at how their heroes’ stories would eventually find a conclusion. As I’ve written so many times on the Net that if I were anyone of note people would probably tell me stop repeating myself, until someone convinces me that there’s anymore Hulk stories worth telling, I’ll continue to consider The Incredible Hulk #467 the character’s final story.

For the fans who are already no doubt bemoaning the confirmation that their favorite Blue Beetle is dead for good, I’d say they should consider themselves unlucky only in the stupid way he died, not that he did.