It worked with his stuff on Fantastic Four because it built off of the emotional bonds in place you find in a family with kids, parents, grandparents, and their uncles. Made for a good cathartic pay-off in the end with Future Franklin Richards as the lynch pin.
His work on Avengers just feels totally dry in comparison because nobody means anything to anyone else and he uses his own new characters to push anything of meaning plot-wise and it feels a stretch even calling it Avengers at a time. The rolling cycle of "no THESE are the baddest dudes in the galaxy! undefeatable!!" is also wearing thin.
I think his stuff almost REQUIRES a (pre-established) core family focus to work at this point, otherwise it feels like going through the motions wheel spinning with no connect. I'm not sure East of West will ever have that kind of focus to it, so it didn't really register for me.