There's always gonna be people for whom this movie will be their first substantial experience with Spider-Man. But I'm not really talking about audience recognition. I'm talking more about Spider-Man being given a generic psychology in this film because of writer/studio anxiety over where the movie stands in the present moment.
Then they're settling. I don't really get why anyone would want to make a movie that doesn't have staying power. That it's pop doesn't explain that; Star Wars, Raiders, Terminator, hell, the Raimi Spider-Man movies are pop and they are/will be watched by generations.
Although I guess lack of staying power is Marvel Studios in a nutshell. They're fun for a night out but only a few of them reward multiple viewings, imo.