Frankly, this makes me want to scream. Pulp setting games don't sell more than five copies, but when a D&D setting does "pulp fantasy," that's exciting??? WTF is that about?
What next? D&D martial arts adventures, since Street Fighter was a flop? Are people going to be excited about their Shaolin Gnome? Spelljammer already did "D&D in space" so we don't have to bother with Traveller any more. How about D&D does the Old West? "Black Bart and his gang o' half-orcs gone and shot up the elvish settlement! Paladins, summon your mounts and let's ride!"
The whole promise of the d20 system was to be able to go beyond D&D -- so why can't the gaming community friggin' DO that?