IMHO - if I were Marvel and I wanted to present and establish a new character (not just ball something up and throw it out there to see what happens), I would create "Morpha" or whatever, a young girl who happens to also be muslim - something that would be prevalent during her social interaction with friends, family, and especially in how she perceives the world during the series. Then I would make it a point to grant the title an automatic 12-issue series to prove my support for the project - and then advertise the character and even have her have crossovers with established core titles.

And then Bendis would swoop in with whatever flash-in-the-pan idea he has at the moment, dismiss the story arcs and change the book just enough to put off any loyal followers or forward momentum the book might have garnered.