Check out this interview on Newsarama with Dan DiDio and Kieth Giffen about the superlative (in quality if not in sales) New 52 title OMAC:
DiDio: What we want to do is have every story set and grounded in a very familiar situation. So if you follow the series, you'll see that we're in an office building in the start, or we're at an ATM machine, or we go into a diner -- places that people can relate to. But then, once the action ensues, everything starts to escalate until you wind up in this really surreal situation that only could be told in comic books.
Giffen: Exactly. What we're really trying to do is embrace the strengths of comic books... We are unapologetically a comic book. That's all there is to it.