I don't know...call me crazy, but when I turn on the news, I don't typically expect to learn what fictional characters are doing.
Okay - in 2011, you're crazy...or at least not paying attention. You may as well say that when you turn on the news you don't expect to hear what project Lindsay Lohan just got dropped from. Walter Cronkite has been neither a senior editor nor anchor at CBS for some decades now.
DC and Marvel have managed to generate this kind of mainstream media attention more than once in the last few years with stunt plotting - the last time, I believe, was the death of Steve Rogers. One doesn't imagine that this late in the day they're naive to the potential news value of this kind of story event when they cook it up.