There's no risk about it... it's a train wreck waiting to happen. Just another of those things that Marvel doesn't have the sense about. Slow build, longer payoff, quick build only leads to quicker burn out and less financial returns.
Agreed. It does fit with the editorial mindset that I have seen since 2000, when Joe came into power there; "if we haven't tried it, it hasn't been done". While this isn't a deliberate mindset, it does seem to come forth. The easiest example is when Joe Quesada belittled the Parker marriage as a "mid 1980's promotional stunt" without any basis in story (to him), while at the same time marrying Black Panther to Storm for no other reason besides they're both well known black heroes and not only needing 1-2 retcon mini series to make it seem "legit", but involving a TV soap opera to design Storm's wedding dress to promote it. No, it's not on par with a fake wedding with actors at Shea Stadium (which was done in the 80's to promote the Spidey marriage), but it is still a wedding that had no basis in story used for promotion (and I dare say Peter & MJ had way more storyline basis to marry in the 80's than Ororo and T'Challa had before the retcon mini's). But Joe wouldn't admit to seeing it that way.
The flip side of that, this mindset gives some in the editorial office an idea of, "it didn't work in the 90's, but it will work now, because we're awesome". And hence we get the over saturation of Deadpool. Either editorial simply does not believe his star will wane like the stars of Punisher/Ghost Rider/Venom waned in the 90's simply because they're different than the 90's editorial team, or they cynically want to make their cash during the "boom" and accept the losses during the "bust", without any regard to the retailers they will leave stuck with unwanted Deadpool comics that they can't even GIVE away (all while tearing into DC for doing the same thing with Green Lantern).
Whenever a victim of crime or some disaster speaks on the news, they usually say something to the effect of, "We saw it happen to other people, but we never believed it would happen to us." People in business in general seem to have this mindset too, just on a larger scale. Perhaps the Marvel business heads are little different.