The reason why MARVEL MAX will never be VERTIGO is because VERTIGO long ago was willing to abandon financial accolades if given a story that mattered to the art of the medium. Not that some Vertigo stories haven't sold well, but that sales aren't the biggest concern. And, yeah, they try to encourage writers not to play it so safe.
Marvel has never cared about the art of the medium, and only wants a hit. They also fear stepping out of their superhero shell. That probably comes as hypocritical from me, since I've never read many comics that weren't spandex yarns. But that doesn't mean I think those stories shouldn't exist, or that Marvel shouldn't publish them. Much as I hate chick flicks, but would think it silly for a studio to completely abandon them.
Still, I'm aboard this series, at least to give it a look.