Yes, because he's wack and everyone knows it's the Nolan brothers who were the true brain behind TDK's success. But Goyer is a studio stooge, someone who quietly bends to the will of studio execs and that's why he still got a job.
It's funny how you want to point blame on Goyer when... wait for it, NOLAN HELPED IN WRITING THE STORY!!!
The hype is way beyond anything we have yet to see. 
So...

Why are they waiting so long to use Thanos? He should have been the villain in this Avengers, especially since they introduced him waaaaay back in fukking Thor Part 1 (or was it Avengers Part 1) then he is a central part of Guardians of the Galaxy...that is enough set up time to bring him in as the main villain for the Avengers...