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wobbly,
The problem with your examples is that they were all a single franchise. Bond and Batman. There were no crossover films within the continuity.
We're going from Iron Man to Iron Man 2 to the Incredible Hulk to Thor to Captain America, then to Avengers.
If it was from the Incredible Hulk to Incredible Hulk 2, I wouldn't care. This is wholly different. The general audience will get confused unless they specifically reference the events of the Incredible Hulk in the film, out in the open. It can't be like a situation with the news cast in Iron Man 2. Only hardcore fans caught that.
All these films are in the same continuity, and thus 1 franchise in a way. So, you're wrong. This is just like recasting a character within their own franchise, ala Batman. Everyone else is going to be in it except 1 person. As opposed to focusing on that 1 person who won't be in it, just enjoy the crossover. His character is in it, and TIH is in the film's continuity. Just sit back and enjoy
