I think people take for granted the unprecedented risks that Marvel has taken when they call their movies "safe". Two years ago, it would be going against all conventional wisdom to predict that Guardians of the Galaxy would be as big of a success as it has become, that it would outgross Superman/Man of Steel, Spider-Man, X-Men, and Captain America domestically, it would be the highest grossing movie of the year after Transformers worldwide, it would be the highest grossing MCU movie after IM3 and Avengers, that mainstream audiences would love a talking racoon and a talking tree, and that an obscure comic to even die-hard Marvel fans could become a household name appealing to children and adults alike.
It would have gone against conventional wisdom two year ago that Marvel releasing a new property in an off-season August would go on to be a top 3 grossing movie of the year, that an off-season April would have been good for the $176M domestic grossing CA:TFA sequel to be a top domestic grossing movie of the year (later to become the 2nd after GOTG), or that an off-season November would have been good enough for the $449M WW grossing Thor sequel to go on to gross $644 M WW and end up in the top 10 WW grossers for 2013.
It would have gone against conventional wisdom that a hammer wielding Norse god from another realm could exist in the same universe as the tech based Iron Man and still be considered a financial success especially if Green Lantern was the movie that came out a month before that year instead of a month afterwards.
It would have gone against conventional wisdom that superhero movie based on a B-list superhero franchise starring the Hollywood pariah Robert Downey Jr. (who, until that point, never had proven success as a blockbuster lead) and an upstart independent studio (created as an offshoot division of their main business, comics, which had never dabbled in creating their own films) would be able to have a breakout blockbuster certified success.
It would have gone against conventional wisdom that bringing a group of B-list heroes into a separate film franchise (a move that has not been done before), not starring the newly transformed B-list to A-list Iron Man in the title or as the leader of the team, would have beat the sequel to the critically acclaimed and commercially successful Dark Knight in the box office that year. Not only that but it would go on to become the top 3 grossing movie of all time.
It would have gone against conventional wisdom that comic book movies that are very faithful to their comic book source material can be successful in the mainstream film going world. Conventional wisdom would say some comics just couldn't be faithfully adapted and still be successful yet those expectations have been turned completely on their heads. People said you can't have a movie with Cap wearing red, white, and blue "spandex" or Thor wearing what he wears without people people considering it too campy to take serious and deciding not to watch the movies for that reason.
Marvel has helped pioneer bold paradigm changing schools of thought in not just comic book adaptation to film but they've helped make people rethink what can create success in film in general. While people can now try to act like all these moves are safe now that they are proven and how Marvel's calculated risks and planning can have it's success attributed to sticking to some kind of "formula", these are lessons that competing studios attempting to emulate and replicate Marvel's success still haven't really learned. The blueprint is practically laid out and still no one studio has proven to "get it". What Marvel does is supposedly so "safe" and "by-the-numbers", yet no one has taken that #3 spot from the Avengers after having 2 years to do so. Not even Marvel's own Iron Man 3 has taken that honor and yet instead of going with more Iron Man sequels or Avenger sequels like most studios would do to milk those franchises for all they are worth, they are introducing at least as many new franchises as they have sequels in the upcoming years.
If people don't like Marvel's movies or think they get more praise or have more success than they deserve, that's your opinion and that's fine, but people trying to discredit what Marvel Studios has down to lay the groundwork for the success they are enjoying today as well as the influence they have on comic book movies and the film industry in general is mind boggling.