I find the Star Wars look to be a pretty safe bet for Marvel. Allows this untested franchise to have a look and feel that is familiar to the target audience (geeks like us and mainstream), and also provides the opportunity to expand the MCU to whole other worlds and alien races from the comics (w/o stepping on Fox's toes re: Fantastic Four rights, of course).
Whether it's the right move is subject to debate. I'm all for it as I think it'll work, and I'm sure there's plenty who are deeply against it or on the fence. I'm not a firm believer in being fully committed to the source material if the changes make the movie better, certainly Watchmen provided some lessons learned in that approach. But from a marketing standpoint, this SW look and feel approach makes plenty of sense.
