I'm starting to substantially wonder what they actually have a license TO because there are clearly limits at play. It certainly looks like they can't build anything around any Marvel film properties. And I'm wondering if they are time-limited at where in the comic continuity they can even speak to. If that's the case, do you honestly believe they're going to build more 1990s or earlier Marvel content? The draw for that would be less than zero. Yes, they have been able to bring in some fresh merchandise, but it seems clear there are limits around the decor/attraction content that don't extend to current Marvel offerings. Otherwise they'd have likely already tried cashing in much further.
A license with limits isn't nearly as valuable.