What's the point of turning Ms. Marvel into Capt. Marvel?

So now Marvel's decided to turn Carol Danvers from Ms. Marvel into the new Captain Marvel, the role first assumed by the defecting Kree officer she'd befriended during the late 60s-early 70s and during which time she'd gained her own set of powers while stuck in the middle of a battle between Mar-Vell and one of his adversaries.

Unfortunately, it has all the earmarks of another publicity stunt, and we can't be surprised if sooner or later, just like the previous Ms. Marvel series, this too will eventually be swamped in editorially mandated crossovers like House of M and Civil War. Also, the artwork given on Comics Beat looks unappealing, another example of near-computerized art that's appeared in several other books Marvel published over the past decade that does not have the appeal of true artwork like what George Perez could come up with in past decades.