Marvel has taken countless risks during this period to this day.
Some risks can hurt it, while others pay off handsomely, such as choosing Robert Downey Jr. to play Iron Man.

Kevin Fitch said in a recent Cinema Blend interview that having Downey play Iron Man was the biggest adventure, but it also allowed the success of the Marvel Cinematic Universe to continue to this day.
"I've been lucky enough to have worked on the Spider-Man trilogy and the X-Men movie, but we still wanted to make an Iron Man movie."
"I still think the biggest risk — and it might be a bit outrageous to say that right now — was choosing Robert Downey Jr."
"It's both the biggest adventure and the most important thing in the process of laying the foundation for the Marvel Cinematic Universe." Without Downey, we wouldn't be here today. I really feel that way. ”
Feige went on to explain, "He's a very good actor. Everyone knows this. But he wasn't an action actor before. He's not a top star either. ”
"But we quickly realized that the real risk was not to choose him, which I've said before. Jon Feiru already had ideas for the film and Forney's role. ”
"This decision, and the success it brings, allows us to continue to take risks and have more options."
Presumably as Chris Evans once said, "There's no one on earth [in this role] who can do better than Downey." ”
Downey, yyds!