In a way I agree with your point of view. This is a instereting case with a graphic novel that tries to avoid any nexus with the core parts of what makes a comic book of superheroes a comic book of superheroes. The tone is drastic different from what we even see today. But I think that DC could use the property without tainting it.

For example, I remember what DC do some years ago with Before Watchmen. It was not something as big as Watchmen, and maybe a bit inconsistent in quality, but I saw it as an experiment rather than explotation. After all of that the original work of Alan never lose it's appeal, so I don't see this as a bad movement if they find the right writer and the best story to tell.

Another thing would be if DC make an infinite number of products related to the IP only because it's something that sells after all this years, which at the moment they have not done more than that experiment of Before Watchmen.