The one thing that seems to define the Marvel Cinematic Universe at this point is unity. The movies all fit together into a larger narrative (for better or for worse) and every film, for the most part, has the same general aesthetic so that all of these stories feel like they take place within the same universe and don't look wildly different. This is an advantage for creating a cohesive series of movies, but more than anything it starts to make every film blend together with no way of standing out from the rest.