1 - I can't care less for the MCU or the Phase 4 or whatever...I only care for the quality of what I watch and how it serves to the purpose of my own entertainment, not that of the studios goals.

2 - I haven't read the comics, so my opinion is based solely on the show (and/or the movies):

I liked it because I love Tom Hiddleston, and Tom Hiddleston was born to play Loki.

I liked it because Owen Wilson is in it.

I liked it because of its retro vintage feel.

I liked the cheekiness, the irony, the funny moments.

I didn't like that Loki turned into a choir boy in Episode 1 (or did he?).

I didn't like that the pace dragged sometimes and too much dialogue seemed to be used exclusively as padding.

I didn't like the "villain". It wasn't shocking or exciting enough.

I wasn't all that thrilled by the rushed (self) love turn.

But I guess we'll see where all this is going...