"Tone deaf" is probably a good way to put it, and I think that after a time potential customers start to sniff stuff like that out. Again, I have no doubts that a Guardians ride would do great business for a little while, but what are the odds that it or Frozen, for that matter remain attractions that people will book their trips around the way people currently do for Harry Potter and likely will for Star Wars?
HP and SW are two franchises with a ton of depth to them (just speaking in terms of world building) and each has a rabid fanbase made of multiple generations of readers/viewers, fanbases that are incredibly active in areas like fan art, cosplay, fan fiction, really all-encompassing stuff, to a degree where you can completely understand Universal and Disney wanting to create a themed area for each. GotG is very popular, to be sure, and a very fun movie, but it doesn't have that going for it, and again, dedicating one attraction to it in a park that otherwise does not work for it thematically will only serve the purpose of getting some long lines for it for a couple of years before things likely level off again, as folks who want to see recreations of movie franchises will prioritize and just go to MK or Studios, instead.
Against such a likelihood, does it make it worthwhile to effectively kill off the pavilion concept for a short term boost in ridership in that corner of the park? Again, half-steps; either keep EPCOT true to a unified, thematic vision, or just ditch it entirely and go in a radically new direction, but stuff like this isn't going to cut it, not when they're likely still going to have Spaceship Earth as the centerpiece of the park and when the next iteration of Imagination, whenever it might be, has the strong potential to feature Dreamfinder and Figment.
