Shang Chi just came out, and while there are some familiar Marvel beats, it still manages to feel moderately different from any of the previous MCU films. People go to see even an obscure character like Shang Chi because Marvel has done a good job of building trust that even their crappy movies are still okay.
It's apparent that many of the critics only watched the early movies that were more same-y -- by the time you hit phase 3 they're doing a much better job on average differentiating the films. Thor 1/2 vs Thor 3 is a perfect example of this, with the first two being competent but rote, and then Ragnarok being wildly different (and simply better).