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The thing with Guardians of the Galaxy is that they were given their own movie, (2 of them now) where they got the entire spotlight with little to no mention of any of the other characters in the MCU. No Stark. No Cap. No Thor. No Banner. No Black Widow. No Hawkeye. Nothing. So even though they were never introduced before and thus people didn't have a reason to care to begin with, they quickly did come to care because they were introduced on their own instead of being shoehorned into the middle of the plot of an entirely different film for the sake of rushing them into the universe to get to the big crossover main superhero title as fast as possible. It doesn't tie into anything except for the end credits seen at the end of the first Avenger's film which introduced Thanos. Now, when the Guardians actually do appear alongside the others in Infinity War to fight him, it actually means something.