"we're making it up as we go"

yes and

congrats you want to live and be happy

Matt Damon explains why they don't make movies like they used to. Pls watch.

This is actually a really good perspective and explains why the MCU is the way it is. It is essentially one-off entertainment without the backup of DVD sales (of course Disney being Disney it is still backed up by massive merchandise and spin off sales). The movie is designed to be “disposable”. The rewatch value is low because it’s not intended to be sold on DVD for people to treasure and rewatch every year at Christmas (or whenever) with family. The idea is to generate hype, through manufacturing controversy or teases or gossip. Keeping spoilers under wrap is integral because the rewatch value is negligible. It hinges on surprise or shock (or wtf value) to entice audiences to give up their money to see it in theatres. It is about spectacle, about being loud and colourful and busy, so that for the first 30 minutes after you walk out your senses are still buzzing and you feel like that was worth your $30 or however much. It takes a while for your brain to come back online after the sensory overload to then try to pick apart the plot, and by that stage it doesn’t matter, you’ve already hyped it up to your friends.