Way I see it... the decision-makers see something in him. That same spark that persuaded Sony to gamble on Raimi, New Line on Jackson, Fox on Singer, Warner Brothers on Nolan and so forth. Explains why they keep offering him big projects. Even after he keeps rejecting them. Somebody in charge wants to be the guy who "discovered" del Toro.
It can't be stressed enough what a risk this is. But WB is giving it their reliable summer date (middle-to-end of July) so there must be a feeling they have something. Until I see footage to convince me otherwise, smells like pure fanboy fodder and less general public hooking, a la Scott Pilgrim.