Let me ask you this, do you think the film would have been better served had the Avengers, Shield, Black Widow, Nick Fury, etc stuff not been there? What exactly does that stuff add to IM2 other than continuity? Black Widow is completely useless in the film, she's not even a love interest, what the hell does she add? If this answer is nothing or not much then you're serving the universe and not the story, and that's bad film making. If you remove all those elements, as well as that god awful drunk fight scene, you've got heaps more time to expand on the story the film started to tell, Rourke's character goes missing for virtually an hour, you know, spend some more time developing him as a threat because after the first act there's no-one in danger in this movie. You want all those references to build up the universe, fine, but do it in a way that's subtle or has relevance to the story being told, don't just throw it in there for the sake of it.