There could be any number of excuses why the issue is bad. The biggest is that it is using the larger Spider-verse story as a launch pad, and thus has to tie in to the larger story in a specific way.
But as an establishing issue in a series it fails simply because it does nothing to really promote the titular character Spider-Woman. After reading this issue, I have no idea what the series focus is going to be, or its tone, or anything else. In fact, it seemed to spotlight more on Silk than SW, and Silk is due for her own series early next year. If I were a new reader, I spent several dollars on a Spider-Woman book and walked away with anything but her, and probably couldn't even tell you what her secret identity is - or if its even a secret.
This would have been better served as a Spider-verse tie in mini series called "Spider-Women," and then launch SW, Silk, and Spider-Gwen in solo titles once finished.
Marvel used to be better than this. They used to practically lecture readers on the proper way to write comics and tell stories in comics. This is a shocking example of what NOT TO DO for a first issue.
That really is a good point. There certainly is a way to launch series during an "event"* but this was not good. Probably would've been better to have a mini series and then launch Spider-Woman's on-going.
Of course Marvel has really been resistent to doing minis the past several years. Even if it is almost a guaranteed failure, they seem to be favoring an ongoing with guaranteeing 12 issues. And if it picks up enough steam, like say if a movie is going to be out in the near future, they'll keep the series on life support like they are with Captain Marvel right now.
*I hesistate to call this an event because it really is an ASM story with the main stuff taking place in ASM. Even the Spider-Verse series itself are just Edge of Spider-Verse like stories and not concerned with the main event.