Oh....OH. I would have never read it from that angle. Thanks!
Ooooh!
It's funny, by the time I read flex (spent a fortune on the issues too..) I'd read so much about the subtext of it that I slipped into it easily. Not knowing about it, I could see the weirdness being off putting, it's really out there even for Morrison. Here are some hints for enjoying it -
It's semi-autobiographical. Where Morrison probably isn't as mad and suicidal as Wally , lots of the details are pulled from his life (such as the apocalypic nuke imagery in the old pamplets). This book is a statement as to why silly superheroes are important to the imagination. Like Morrison says, something like Superman is an idea that's bigger and more powerful than even a nuclear weapon. That's the real power of superheroes, characters that WE invented that can deal with anything (or did we invent them???)
Each issue is roughly examining an age of comics, both in the golden/silver/bronze manner and also in the age of the reader and the sophistication they bring to it. So the first issue is Golden age and is more simplistic and nostaligic (and also talks about kids creating comics). Second is silver age where everything goes a bit wobbly and psychedlic. Third is modern age, dark and grim, Frank Miller and raincoats, "Comics aren't just for kids any more!". 4th is the hypothetical 'future'.
The story will see disjointed and strange - don't panic. Just pay attention to the things the book is saying and how it says them. It's as much about philosophy and the act of creation as anything else.
As you can tell, I like it.