I think that's partly the case but at the same time hamstringing the plot into this overarching narrative has been the main issue I've had with Phase 5. You have to stop the drama to go and introduce this new hero and give them an origin or talk about it.

It's just lame because it undermines the new character and the media they are in.

They did that before but we lived to see it come to fruition in later phases.

Imo, just introing another Thanos wouldn't keep people watching...been there done that.

If Kang is bigger than just Quantumania then maybe they can pull it off but Kang is a deep cut villain mostly as a bit in the animated media.