I have a friend who keeps saying they don't understand the Avengers phenom, so I started thinking about it. Humans love mythology. Always have. The Bible got turned into an instruction manual and history/science textbook in this country & lost the magic. So Americans craved BIG stories that tell deep human truths on a legendary scale. Some comic books were telling those myths. Some brilliant filmmakers decided to use modern CGI tech to spark the American mythical imagination. Magic!