I gave some thought the other day as to why DC "can't get it right". Besides the already-mentioned fact of WB not knowing what to do with these characters, I also think DC as a whole is simply more out of touch with the public than Marvel is. Or in other words, it seems Marvel lets their audiences decide what their top properties will be while DC has more of an established hierarchy.
DC's hierarchy consists of Batman and Superman on top, followed by Wonder Woman, then Flash and GL, then Aquaman, then everyone else. If you follow the history of DC's creation, this makes sense. Unlike Marvel, DC was an amalgamation of several publishers that came together to form one big publishing company. As a result, the heroes that were there to establish DC in the first place came to be viewed as the beloveds of the company. Even today when when some of those heroes' popularity has fallen from the top, the hierarchy mindset still seems to exist in DC's mind. It's ok for other characters to become popular as long as they don't overthrow the "Founding Six", or so it seems.
Marvel on the other hand was never like that. Due to the fact they started out as one small publishing team that eventually grew into an empire, their hierarchy was entirely based on audience popularity. Marvel didn't choose Spider-Man to be their golden boy, it just happened. The X-Men were initially one of their least popular titles, but they had no issues promoting them to #2 status when Claremont made them the second best selling property. Flash forward to 2008 and Marvel had no problem making Iron Man their new golden boy assuming the GA responded well (luckily for Spidey they now got him back), and the same can be said about their attitude on wanting Guardians to become their new equivalent to the FF.
Batman and Superman's popularities notwithstanding, DC doesn't really have that.
Take Static for example. After the massive success that character had in the last 15 years, how could he not be on DC's top ten priorities list? He went from an unknown to having a successful modern TV show, something Wonder Woman still has trouble attaining. He's been described as DC's answer to Spider-Man, which is a huge claim considering DC's main criticism being not having relatable characters. Third, he's a minority character with *proven* success. And how does DC react to this? Eight years later they give him a monthly title, which I don't think is imprint anymore. He couldn't even be the black teen to replace Manhunter in the JL, despite his superior track record over Cyborg?
If DC sold Marvel the rights to Static four years ago and the Sony deal never happened, don't you think Marvel would have taken huge advantage of Static like they did with Guardians? I find it mind-boggling to think they wouldn't.
And Static is just the most obvious example. The Doom Patrol is another one, who had a successful run with Morrison and can be DC's answer to both X-Men and the FF, but DC still ignores them. Blue Beetle is another one. The list goes on.