I’ve always thought it should have rebooted after Endgame.
IMO they should have announce “Forget everything you’ve seen before. That does not exist here”. Then built a new universe around a different team - XMen, Alpha Flight, etc.
I think by not doing that, they essentially eliminated any real threat in standalone movies for the average movie goer “The Avengers can save the day” or “Time travel”.
They also are now falling into what I call “The Batman Issue”.
Instead of building up new characters over time, they are now recycling ones that were successful in the past - such as wanting to bring back Downey and Evans again, instead of letting their respective stories stay done.