Superheroes always need to have their big bad villain. While every Marvel movie has its individual antagonists, it's the big, overarching villains that appear in multiple entries (and seem to have a hand in everything) that tend to make the most impact. Marvel has been pretty good so far about setting these characters up well in advance and having them impact the story in ways that make them really feel like a threat. The main example of this is Thanos, who was set up in post-credits scenes early on in the MCU before he made an actual appearance inAvengers: Infinity War, and served as the big bad for the end of the Infinity Saga.
It seems like the MCU might be gearing up to repeat history with the newly-named Multiverse Saga, as Kang the Conqueror seems to be the looming specter over the next few phases. Avengers: The Kang Dynasty is set to round out Phase 6 and effectively end this next era of the MCU. It seems like a similar situation to the one with Thanos, wherein the bad guy that's been behind everything the whole time is finally confronted by the heroes. As long as Marvel manages to do this carefully, and if they ensure that they don't simply copy their previous formula, this could be a smart idea.
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Obviously, no one knows for certain what direction the MCU will be taking Kang yet. It's likely that his arc won't be exactly like Thanos's, since he's already had a major appearance in an MCU property (rather than just cameos in end credit scenes). Though he wasn't called Kang the Conqueror inLoki, a version of the character — He Who Remains — still played a big role in that story, and it was clear that the MCU was beginning to set Kang up as the next threat
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