This is the single worst mistake this studio has ever made. (And they've made quite a few--not saying the films aren't brilliant, I'm talking business.) To completely discredit one of your biggest characters, who, apparently, makes one of your biggest movies more enjoyable than the rest of the cast, and who has an overwhelmingly positive feedback from the crowds... is just plain foolishness from a business perspective. It's like Hasbro looking at TF3's box office gross and going "Four? Really? Do we need four films? That might just destroy artistic integrity. We should go more with Battleship, inflate that into a trilogy. Transformers had their time."
I'm not saying they have to make a sequel, I'm saying they've dismissed it without even a passing thought. This is in order to make sequels to other mainstream franchises (which is smart) but also to make room for Black Widow? Iron Fist? Dr. Strange? Nick Fury? These are all good characters who, wouldn't necessarily have bad films, but, their initial draw is no where near the Green Goliath.
None of that adds up at all. His movies didn't outright fail and the second one was gimped in terms of marketing while being placed next to some extremely strong competition. So here's your second chance to bring Jade Jaws to the forefront, to complete the trilogy you've already announced, teased, set up, and followed up with in Avengers and you dump it for some of the worst possible candidates to hold their own solo films? This is assuming of course, that Hulk is as well received once the movie releases.
Marvel, I love ya baby, but sometimes, you and I, we just need to see other people. You go ahead and do your little projects, play with your little experimental C-grade characters, and you know, gimme a ring when you finally green light Hulk 2 without Ruffalo 10 years down the road, rebooting it a second time and completely trashing his chances again. I'll be there.