Personally I don't think any of the factions are really strong enough to stand alone in a bloated gaming market. How many games do we see get released a year with themes such as Cthulhu, Zombies, Wizards...in?
I wholeheartedly agree. The Smash Up factions are based on tropes and are basically parodies. Making a game about one of these factions and treating them as property of the Smash Up creators doesn't feel right to me, considering their popularity is based on the popularity of the things they reference. You can make a game about aliens, vampires, man-eating plants or whatever, but how do any of these benefit from being "as seen in Smash Up"? They're not as seen in Smash Up, they're as seen in the referenced source material.