I wonder if certain people will be turned off because Steve Rogers consistently chooses to do the right thing over and over again, without hesitation, without having a half-hour "pros and cons" debate with himself, without having to be cajoled into it. He has no ego, not a selfish bone in his body, and would give you the shirt off his back if you asked him and you needed it. Certain people, instead of deriving inspiration from his actions, will look for some reason why its not their fault/ its not wrong that they continue to only look out for themselves.
I think thats why a movie like this is such a breath of fresh air. Hey, remember when your parents didnt have to bribe you to get stuff done that had to get done? Remember when apathy and greed weren't virtues? This movie seems to remember. Hopefully, his character traits rub off on the other avengers, as opposed to Steve showing off his crib on MTV and exclaiming every time he walks into a room "Where all the Bit*hes at!??!