They released multiple trailers hinting to come back of older characters and yet it bombed. It wasn't just the plot in this case but the characters didn't have neither the star power behind nor the coherence that characters like iron man and captain america had.

Marvel movies kept upping the stakes with every movie reaching the point where it makes no sense why other superheroes don't join in to help. For example where were the avengers during the events of The Eternals?