Yes, it’s certainly blurring the lines a little further between serial storytelling and standalone movies, just because of the sheer scale of the MCU now.
Really a lot of this is just about our expectations of how stories are told in different media. In an ongoing comic or TV show I don’t want each single episode to waste loads of time setting up all the key elements of its story every time - I know about them as I watched the previous episode or read the previous issue!
In movies it’s the opposite: there is still more of that expectation of a self-contained story. But the MCU is training its audience not to necessarily expect that in future, and to be aware of story elements already established in previous films.