It's also their first foray into TV with the MCU, at least I'm calling it that since I'd assume all three series were filmed around the same time. Favreau struck gold with the original Iron Man but the next few movies, while mediocre at worst and good at best, are all bottom of the MCU tier. The Incredible Hulk (yeah, we can't forget that exists), Iron Man 2, Thor, Cap 1? All bottom of the MCU barrel. Avengers was great, and then the next two were REAL stinkers in IM3 and Thor 2. Winter Soldier is where the MCU REALLY took off (IMO). That being said though they know what fuckin' works and I think they don't want to do anything too huge outside of the movies which is why there's a constant nagging feeling like they're holding back or going soft on the content.