I don't think we're on the same page at all here.But how does it being fun relate to immersion? There is a binder on Flower Street that spells out a whole backstory and how this stand build the immersion of the land.
Star Wars Land is "immersive" to the point where it doesn't want you to know you're in the world of Star Wars.
Seeing Comic Books and Action figured inside Avengers Land is a huge plus for me. It shows they aren't afraid to have fun. And unlike Star Wars Land, they aren't ignoring the source material in the name of "immersion".