It is funny, full of genuinely witty banter, and that helps push it through the pathologies of sequel superheroes.
They could have used the word "vibranium". It's even recognizably Wakandan vibranium. It's got V symbolism all over the place. Use the word!
Similarly, Agent Romanov[a] is nowhere said to be codenamed Black Widow. But her costume was perfect and her action scenes truly impressive.
They cut one of the best bits in the trailer -- Pepper kissing the helmet and tossing it out the hatch, Stark diving after it yelling "You complete me".
I was watching the Expo blow up, and thought, wow, look at all the collateral damage. The body count is going to be huge. And then I remembered. This is comics. Not one person was killed. This isn't Movie World or Realistic World or even 90s post-ironic failed-hero comics. This is Marvel Superhero Comics, and no one gets killed by collateral damage. And I smiled.
I am mildly uncomfortable with the post-credits teaser. It's not obvious how to get from SHIELD having the hammer to exile-Thor rediscovering his identity without entangling SHIELD into Thor's origin in ways that potentially compromise his independence. E.g., SHIELD should not be able to move the hammer.