2000: the regular marvel comics universe is too convoluted with multiple realities, time travel, alternate versions, cosmic beings, etc - here’s an ultimate comics universe that streamlines all that and doesn’t confuse the reader
2008: ok so the ultimate universe is just as confusing as the standard universe now. so here’s a cinematic universe that really streamlines stuff, grounds the heroes to reality, and doesn’t get bogged down with wackiness like cosmic stuff, time travel, or multiple universes
2019: you know what? just keep up