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The gist of it boils down to Disney can't use any characters in 'character families' of ones used at Universal Orlando east of the Mississippi. No X-Men, no Spider-man, no Fantastic Four, no Avengers, among others. There was a discussion a while back regarding some like Black Panther, who only appears in a painting, and seemingly the answer is they can't use him or others in the same situation either but it's not 100% clear. So Guardians are going in Epcot, as they're in the clear. I assume, if Eternals is a hit, it'll show up there as well.There's also some sort of deal between Disney World and Universal Studios in Orlando. Universal has Marvel Superhero Island and Disney World can't use the same characters. Not sure about the details though.
This is why, in Florida, Disney's Marvel previews do not have the 4D effects they do in California, and the Avengers-wrapped monorail could only travel the resort loop rather than the Epcot loop, as doing so would pass into the theme park and would be considered in violation of the agreement.