Marvel's movie business was, for decades, run by the toy business in New York.[1] The movies were optimized for selling the merch. The Hollywood end finally broke free of the New York based "Creative Committee" once film revenue became large enough. The core base for merch is young boys, and that shaped the films.

[1] https://www.goodreads.com/book/show/77264987-mcu

So now they sell less merch and their movies and TV shows gross a lot less. So who does this benefit?