This is very true. You are right that the gap isn't there with Marvel so the respect for your existing following doesn't apply.
I actually think Marvel are doing it right; compared to DC that just seem to screw everything up, but seeing Captain Marvel as a women gave me a little red flag. I haven't seen the movie and a don't know much about the comics and the history so I will reserve judgement until such time.
I will watch the movie when I can though. Maybe we can pick this back up after I do?