But why would they let Fraction do that after Hawkeye was already in the movies if everything is in service to MCU?
Avengers came out in 2012, Hawkeye came out the same year. You best believe that Marvel released that to piggyback off of a film which had a character that most of the viewership didn't know about. Everything is about positioning with Marvel. It's just good business sense. My problem being is that while I enjoy the shows and film, I believe that more than half of their line is used as a platform to sell you something else on the horizon.
Like I said, good business sense, but I think a lot of the love is gone. At least I'll always have Superior Foes of Spiderman I guess...