Marvel Comics is doing a lot of good movies with their characters. They are giving them the status they deserve (fanbois rejoice!). At the exact same time they are destroying awesome characters by pandering to the film-going audience (fanbois attack!). That is to say no one loves\hates comic book movies more then someone who loves comics.
After seeing Iron Man and waiting to the end to see the teaser I was treated to a lobby discussion of the worst sort. Proclamations of fiction as fact and a dreadfully inadequate understanding of the source material, being touted as canon. I refrained from commenting.