Agreed! Marvel is getting over-excited about their Big Event, like they do in comics, and are forcing the stand-alone flicks to attach themselves to said Big Event (much like in the comics, as well).

It would be smart of them to just do what they did in Iron Man 1, and simply reference the rest of the building universe in background scenes or mentions. I understand they wanted to rev-up Sam Jackson as Fury and SHIELD and all that. But, I think the major overstep in there was Scarlett as Black Widow. Yes, I thought she did a fine job. Enjoyed her hot ass. But, in the end, what did she lend the movie? Where was she integral? Methinks there was a looot of re-writing to accommodate her presence in the movie. And that is simply to set her up for The Avengers.

Of course, they're now talking about a possible Black Widow spin-off movie. I would like to refer them to "Elektra" and "Catwoman" for proof positive that it would be a terribly awful idea...