I don't recall there being a lot of superhero games around when Champions came out... so it wasn't just another drop in the bucket the way a standard fantasy setting would be nowadays.
I'm thinking a game like Exalted is as popular for it's mix of genres as it is for its setting... and the rules are much less of a draw (I'm basing this on what I've heard and read because I'm not very familiar with the game)... it's also probably a big bonus for some people that it comes from White Wolf.
(Which, saying that, brings me to wondering what sort of 'street cred' if any Chaosium has... except for COC).
That said, I don't think there's any surefire genre/setting BRP could take on that would guarantee interest... except for being 'edgy and new and unique'... hah.
The current suggestion of a Cthulhu Rising setting seems like it might have legs...
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