I think they're anticipating the movie to help things along once it gets off the ground. There's ironically a long delay between the prequels and the actual movie but I think that's b/c IDW is targetting the TPB market as it wants the TPBs of these prequels to be on the market at the same time the movie is released to maximise leverage on both traditional and non-traditional comic fans. So perhaps there we haven't seen the full extent of it.
But again, it didn't receive as much hype as it should've, being movie tie-ins and whatnot.
I think additionally that a problem with the movie comics is they're starting down the road of building a long-stretching continuity which is very much akin to the problems that we've had with the Furman verse and means over time, it'll be dependent on hardcore fans. But given the quality of the 1st movies comics, as you point out, and the movie itself not having much story quality either - i honestly don't think it can afford to do that. Most people to me still are very casual about their movie-verse. And that's got a lot to do with we didn't get to develop very real charactesr in the 1st movie.
I take on board completely that sales don't necessarily reflect story quality. I've been a fan of plenty of Marvel series that fit that category. I've only really read #2 issues of MAximum Dinobots to date so can't say much about the story (though I don't think its been great thus far) but to me, there's a gnarling frustration with it b/c so many ppl across international boards and here seem to always say how good he's doing. He's not and I think at some point you have to look to the evidence and its irritating that a lot of people don't look at the numbers at all.
Some very interesting broader industry issues there too. I think you're right about the price of comics though and the way Marvel is heading, it won't be long before IDW put there's up to $4.50, I imagine. The economic squeeze is definitely tightening their margins I imagine.
Should've been in the 1st place and that's the exact reason why they shoudl've made it one. Save all the confusion. Give it a fresh start. Not sure what they can do, really. Another reboot could still be too soon.
Anyways, the next round of numbers are actually already available and I should get to posting commentary on it soon enough. Some interesting numbers.