I don't think being made in house has much to do with it. PS4 has only had 3 big budget, highly rated, high selling exclusives, Uncharted 4, Horizon, and God Of War. The rest were either lesser budget and hype (Bloodborne/Until Dawn/The Last Guardian) and, or crap games (The Order 1886/Driveclub).
I don't see why you think that there's less hype for Spider-Man than UC4/Horizon/GoW. Don't say 'based on past games' tho, because you know that's bullshit.
The Order, you could say, wasn't a very good game (although I found little wrong with it), but DRIVECLUB is anything but a 'crap game'. If fact, I'd love an explanation as to how you drew this conclusion. Not living up to expectations (although it did for plenty of people) =! a crap game.
I honestly don't see where are you coming from to think an Insomniac Spidey game will sell 10M copies out of the blue, it's like expecting Detroit to go and do it because it looks AAA...
Detroit is AAA, though. :P