I think the main problem with SGM's project is the way its presented. It doesn't look interesting or dynamic when you first look at it, and your first impression is the most important.
The main picture is just a bunch of people posing and doesn't tell me what the story is going to be about. I guess this is going to be about this dude and his grandma, a guy jumping up in the air, and some furry guy in a cat costume holding a sword? Generic.
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One of the things that really drives me nuts about modern comics are these covers where it just shows the characters standing around and doesn't show the viewer what the book is going to be about. That tells me as a reader the story was a complete afterthought and this is going to be an art book, more or less.
A good comic, in my opinion, compels the person looking at it to pick it up and see what the fuss is all about. It doesn't even need to have words, just some dynamic action. Case in point:
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I know you have to read more into his project's description to figure out the real details, but who's going to do that? One look at that uninteresting picture, and they're clicking away. A missed opportunity.
I'm not a big fan of Murphy like other people are, but I'll acknowledge he's a good artist for the most part. I'm not going to back it because I'm sure it'll be at my LCS and discounted at some point. I picked up the deluxe Punk Rock Jesus for eight dollars that way.
Like I've said before, and it's echoed by a lot of customers on KF, these books are just too expensive for what you get. I'm getting to the point where I'm just going to hunt for back issues at second hand stores and live vicariously in the past.