There's a difference between creativity and quality though. I think the problem a lot of people have is that Marvel blew their load before Endgame. Now, they're just introducing a bunch of characters nobody knows because all of the common, publicly-known characters, they already made movies about. Your general movie watcher doesn't know who the heck the Eternals are and, unfortunately at the moment, none of these movies fit into a larger context. They're all one-time throwaways and the quality... well, it just isn't there anymore. Flashy CGI and forgettable characters does not a good movie make.