When you pull something off as magnificent in scope and unprecedented in scale as Marvel Studios has with their endless string of Cinematic Universe-entangled superhero flicks, you get too caught up in seeing how far it can go rather than how far it should. Herein lies the problem with Marvel’s Cinematic Universe, a Hollywood juggernaut set rampaging across box office records and gleeful moviegoers alike. It’s grown to a point where people just want to keep propelling it forward for the sole purpose of maintaining its “legendary success story in-the-making” narrative, rather than forcing it to earn that title on its own through actual merit in its films. Let’s analyze the core elements that made phase one of the MCU so great and how those same elements have turned phase three into little more than a dry-heaving mess limping towards the star-studded finish line.

Kicking off with Iron Man, Marvel brought quite a few unique items to the table. First, they were pushing mad money behind a relatively unknown (in the public eye) B-list character. Secondly, from day one they had plans to bring him into a much bigger fold across a series of movies, culminating in The Avengers. Thirdly, they were making something topical, given the Invasion of Iraq’s prominence in 2008. Relevant, unknown and secretly ambitious? An interesting mixture, no doubt. One that paved the way for Marvel’s road to greatness.

For the first phase that ingredient list was pure and fresh, culminating in the cinematic entree of superhero fine dining known as The Avengers, the most spectacular team-up to ever hit the silver screen. But anything after that, by the aforementioned film’s very nature, was bound to start springing leaks in the hull of the S.S. MCU. Phase two was rife with plot holes across all its movies, the grossly outnumbered critic-minded moviegoers pointing out odd omissions like “why couldn’t the Hulk help Iron Man when ____ was happening?” or any number of related crossover questions that sprung up whenever a hero needed to conquer an obstacle alone even though his friends weren’t busy and existed in the same world as the movie at hand. Then problem number two started to rear its ugly head: the lack of stakes. In order to give the big heroes sequels and trilogies, Marvel had to start scrubbing any stakes from its films to ensure heavy-hitters like Thor and Captain America would always survive for another solo round or Avengers sequel. This meant that when you walked into the theater you’d already know the ending, no spoilers required. The Avengers initiative was starting to poison itself.

Topical subject matters became a crutch for Marvel, being the only element to set Captain America: The Winter Soldier apart from its relatively cookie-cutter MCU brethren. The B-list (and later C-list) characters were being developed into full-on feature films because it was quirky and therefore meme-worthy, AKA big-bucks-baiting in a world revolving solely around Twitter hashtags. Before anyone knew it, the Guardians of the Galaxy and freakin’ Ant-Man were getting solo films devoid of consequence all in the service of building up a big ‘ol MCU for the grand Avengers: Infinity War finale, a construction project still underway at this very moment. And yet, now deep into phase three, the luster is gone. The magic has faded. While audiences still gobble it up because it’s light-years better than what the competition’s putting out (looking at you, Batman V Superman), there’s a somewhat sinister corporate greed starting to overshadow the artistic merit present during the early days of the first Avengers film.

Take Dr. Strange, for example. Stephen Strange goes through the exact same internal transformation as Tony Stark did in Iron Man. And look at Ant-Man—that story’s a near carbon copy of Iron Man at every major plot beat. Marvel’s got a nice cookie-cutter formula going for turning likable B-list and C-list characters into instant A-listers, but it doesn’t hide the blatant lack of creativity. Another glaring instance of unimaginative plotting is in the usage of superheroes making cameos in each other’s movies. While Marvel never, ever explains where other characters are in times of need, they’ll call on a poorly set-up Spider-Man to join in a massive Civil War fight for absolutely no other reason than to show off the prize they got from their deal with Sony. They’re now in the business of parading heroes around for market value rather than plot, and that, combined with the assembly line nature of the MCU’s recent entries, is starting to bode ill for any true artistic innovation left in this pocket of the genre.

Similarly to Thanos, the big villain of the upcoming Infinity War movies, the only entity that can stop Marvel is Marvel themselves. If Kevin Feige can descend from his ivory tower for just a wink to look at where this rollercoaster started and where it’s headed, maybe he and the suits in charge of the operation could redirect its course towards a more savory finish line, one not even considering a still-interconnected phase five AFTER the Infinity Wars have concluded. Because where there’s a new phase, there are extended contracts. Where there are extended contracts, there are recurring characters and no stakes. And where there are no stakes, there is no point at all.