I think it worked out for MWP pretty well from the popularity of the Cortex system it used, as well as the the price point to get into the game. Marvel's problem is Marvel. They have never kept a license for an extreme long term with anyone in the past with maybe the exception of one company. If anything I think the pulling of the license was probably a regroup tactic by Disney, meaning I think Disney had Marvel pull the renewal of the license in order to do a re-evaluation of the value of the IP and then most likely shift it to a company under the Disney family umbrela.
Actually MWP stated that they chose to end it because they weren't selling enough books. You can read about it here.
Seems like almost any license could make at least a little money if you started out with just pdfs, or had a core system to build from, or let hardcore fans/rpgers write them. The licenses just expire so quickly, and people switch fandoms so quickly. They are competing with Netflix and Wikipedia.
The trouble is that the company giving the licenses is usually guaranteed a minimum amount of money. If you give company X $10,000 for property Y, but you are only able to make $9,000 off of it, you've lost $1,000.