No sympathies for DC from me. They should never, ever be allowed to have a mark with the word Marvel in it. No deals.
And I really don't see any incentive for Marvel, especially now.
Well when Carol's popularity begins to drop they will need to do something. Carol vs Shazam with Shazam possibly moving to the MU for good would be interesting. If nothing else they can make it a huge sales gimmick to artificially boost sales for a bit.
Given that Marvel already has characters that are Superman analog's or "inspirations" they might as well get the biggest one of them all
Also marvel could use a character with a more positive or sunny disposition