What a time it's been for Marvel of late.
I think people forget about the crazy early years of Marvel when they were essentially an indie studio who leveraged studios for distribution. Marvel was acquired by Disney in 2009, AFTER the release of the first two films. Superhero films taking off was not a foregone conclusion, it was a thing that made sense as FX could now kind of do anything, and the generation of 1980's comics readers made their way into positions of influence where they could roll back the anti-comics hysteria of the 1950's and 1960's and show what comics had been up to since Katy Keene was a big seller.
So credit where it's due, no one forced superheroes on the public, the public was ready for them.
And, look, we all know something got off-base with Marvel after Endgame. But many things have changed both at Marvel and in the world.
Recently I was rewatching part of The Marvels on cable - and I can see why it didn't take. *I* liked the movie, but it required homework. One had to watch and recall Ms. Marvel, know a side character from WandaVision, and be all in on Captain Marvel (which I was or am). And as a stand-alone movie it never felt entirely like they'd worked out the actual stakes of the movie, the personality of the villain. Instead, they focused on the character interaction and that story, which was a worthy story, certainly. But there was so much going on between Skrulls, singing water planets, Hala melting down, Ms. Marvel's family, Nick Fury in space, etc...
Extrapolate that across the line, and it's maybe just too much and not enough at the same time.

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