To Joe Bloggs on the street, the smaller properties are just as obscure as Thor was or Iron Man was until they put them on the big screen. It's taking things from recent times with real potential and giving them a chance to break out. Guardians has huge potential. Plus I think internally those characters are insanely beloved, so there's a strong push to get them out there from within just from a creative standpoint.
They're launching these things alongside the likes of Cap anyway, so it can't be too dangerous... well, unless GotG has a ridiculous budget, but we'll see.
I guess he swings a big enough stick now to take a few risks. Granted, Cap and Thor were big risks, but necessary ones to lead to this gargantuan payoff. Very interesting. I need to check out Guardians, I don't know a whole lot about it.