The excuse I tend to make for comic book movies and their cinematic universes is that they're almost a different medium from movies. They are movies, of course, but I view the Marvel Cinematic Universe, specifically, as an entirely different experience. They're basically comic book chapters or issues on screen.
It's getting to a point where these movies should be judged differently. They're formulaic BY DESIGN because that's the point of this whole enterprise. And you know what? I love it! Maybe it makes me a Marvel sucker but I genuinely look forward to going to the next Marvel movie the same way I would look forward to the next issue of a comic series, or the next episode of my favourite TV series.