In contrast to that, Marvel has taken an interesting approach, IMO. The movies, at least initially, have taken a lighter approach to the universe as a whole, and especially the "heroes." Some of the TV series have presented a darker, grittier side of the same universe that coexists with the lighter side. And IMO the movies have set up, and Civil War will I believe bring to the forefront, a split between the lighter side and the darker side (although not as dark and gritty as, say, Daredevil), and again showcase both sides and both tones coexisting, to an extent.