I don't think Marvel's wholly responsible for our general perception of what a good comic book movie is, but they have set this standard of these certain types of films that are consistently well-received because they fittingly take place in a shared cinematic universe and don't necessarily need good stories because the dialogue is snappy and the humor is fun, thus making their characters enjoyable so the next film is hyped since any said character will return for a sequel, which builds this universe. It's almost like the MCU is a cheat code Marvel used to mask their superhero movie formula. I'm not saying this to disparage Marvel either, or this "formula", because I think what they've done is sort of genius and surprising from a business and quality perspective.
I think some of the review comments that BvS is more of a philosophical Watchmen type deal is really interesting, because I want something different. I was hoping I wasn't going to get a film that I expected through trailers that seemed like it gave the whole movie away, and from impressions it seems like I mostly won't, which is kind of a relief. Maybe this movie has problems balancing a superhero action spectacle with a philosophical character study of sorts, we'll see, but at least they're doing something different from Marvel, and that makes me want to see it. To me, it seems like a lot of critics often bash superhero movies for either not doing enough or doing too much, but I rarely ever see a superhero movie attempting to "do too much", so maybe something like this can go appreciated for doing more than it needs despite possibly being detrimental to the film itself.