Doesn't matter the qualities of the movies they got. they're still lesser known properties that almost no one would know about, that still got a chance to shine and became popular. Almost nobody remembers the Ironman TV show except that the first season was trash. So he has about the same level of recognition you say Madam Web has. Same as with Morbius; I doubt anyone would know he exists without the 90's cartoon. I'd also say the same of Doctor Strange, even though he had a pretty good animated movie from the Lionsgate years. I'm pretty sure the only reason people care about him is becuase they cast one of the most popular actors to play him. The fact that their execution might not hit the mark, doesn't change the fact that Sony and Marvel are both taking chances on rather obscure characters and properties. You can't give Sony guff for trying to give other Spider-Man adjacent characters a chance, when Marvel does the same with their lesser known properties as well.
The quality of the films is definitely helping. Yes, Marvel took a chance on both GotG and Shang-Chi, but had those films not had characters that were compelling and relatable, with genuinely good stories besides, then the films wouldn't have been as successful as they were.
I have nothing against Sony giving lesser-known characters a chance. That's pretty much all they can do, unfortunately. But if the characters don't register with the audiences, and if the story isn't good, then it's not going to make a mark.