Marvel's greatest strength has now turned against it.
The projects meant to initiate the Multiverse Saga and introduce a new generation of MCU heroes haven't created as solid a foundation as Marvel's initial wave of characters.
When Marvel Studios began producing their own pictures in 2008 with Iron Man, it was a risk to launch a franchise centered on what were several of Marvel's B-list properties at the time.
Beginning with The Avengers' mid-credits scene, Marvel made it obvious that they intended to create a long-running storyline that would span multiple films.
Marvel didn't exactly start off on the best foot with the Multiverse Saga, from having more compelling villains than heroes to incorporating the first MCU film to earn outright unfavorable reviews with Eternals.
The Eternals and Shang-Chi were the two major attempts to launch new film series in Phase 4, and neither appears to have succeeded.
Marvel developed their empire in the first place by looking at less popular characters and putting their faith in a strategy to turn them into new stars capable of competing with their old ones.
Looking back on the X-Men and Fantastic Four franchises looks incredibly short-sighted.
Worse, the Multiverse Saga's frequent practice of resurrecting versions of characters from past non-MCU franchises feels like a half-measure at best, and a creative death spiral at worst.