I have to side with Bendis on this. I look at it like any other business such as film, television, or music. Unless you've made a name for yourself there's really no chance in hell you could become successful. The exception being if you and your idea are that damn awesome to attract enough attention.
What Marvel has done recently has been brilliant in regards to product exposure and increasing their revenues. Their move to create their own movie studio, getting comic adaptions of novels, and digital comics are great moves.
They just need to continue improving especially their website and the digital comics they offer.
2 things Marvel could easily do would be:
1- Offer digital comics of new comics and charge them individually or charge a higher subscription fee.
2- Create a creator owned comics section free of charge on marvel.com where creators can be allowed to upload full comics, art, or scripts and users can view them,download them and rate them. This would be a youtube,funnyordie, or Microsoft XNA site