There’s something about this announcement being made a week before the first movie is even released that feels–presumptuous doesn’t seem like the right term, because it’s Marvel, of course it’s presumptuous (Hell, the tagline for the movie is the ever-so-smug “You’re Welcome”). Presumption has been an odd trademark of their output since Robert Downey Jr.’s Iron Man set the tone for the studio back in 2008.

Nonetheless, there’s something about the timing of this announcement that underlines how unnecessary the audience feels for this kind of thing these days. “We know you’ll show up,” it says. “How could this not be a hit?” And we’re all supposed to be excited because we’re repeatedly told that it’s exciting, right?

(From email.)