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I think it's the alien look that's a big turn off to people. I know that has roots in some versions of Thor, but I think the majority of people wanted/expected the ancient looking Norse epic.
I suppose this was a decision based on what would translate best into the universe they're establishing for Iron Man and Captain America.
If the movie works, it works. I am definitely not high on any of the costumes or sets I've seen though.
Conversely, I'm loving everything I see from Captain America.
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