Fraction said in an interview with John Siuntres that the hook for him in writing Iron Man was that Tony Stark was an alcoholic who didn't go to meetings. As he's taken Iron Man apart and put him back together, those meetings have played something of an important role
( My name's Tony and I'm an alcoholic )
I liked this because Fraction has a really good way of writing concisely and getting ideas across with an economy of words that just works.
However, I'm not sure that new readers would be able to understand all of the events and ideas being put across. It's still quite vague and would be more like a starter for reading up on Iron Man than a book to get you caught up on Iron Man's history. It's also not that good at pointing out which bits are in the distant past and which pieces are current and relevant to the ongoing story.
If you're an Iron Man reader, or a Fraction fan, I'd recommend it to you.

