I think the need for movie tie-ins kinda sunk them.

I loved Loki for a while because it felt like it was written by Douglas Adams, but then they had to have a Multiverse Destroyng Threat to tie into movies and it just got tiresome.

Wandavision was the actual final nail in the coffin of the MCU for my wife and I. Of the two of us, I’m way more into comics and I’m not very into comics, so we were pretty done after endgame. But the buzz around the show was so good and what litttle I saw when it was releasing looked like Disney was really letting something creative happen, so we finally jumped in about halfway through the season. Then the stuff exterior to the hex started happening. The the finale was just another CGI fuckfest and we lost all hope anything actually interesting would ever happen. And that’s without even considering the implications of the actual events and character “development” of the show.