I'll try to break down Marvel's villain "problem" in wrestling terms. Marvel has an 80's WWF mindset in a post NWO world. Their villains are only there to put the hero over not to get over themselves, but in an era of the cool heel that doesn't work for some people.
If you look at it most Marvel villains fall into one of 4 archetypes with some overlapping into 2:
Foreign heel: guy whose only motivation is I'm not from here and I don't like you because of it.(Malaketh, Ronan, Red Skull)
Turned heel: starts off as the hero's ally then turns on them or reveals he was evil all along.(Loki, Stane, Alexander Pierce, Rumlow)
Goon/Muscle: self explanatory.(Nebula, Korath, Rumlow, Winter Soldier, Kurse, Blonskey)
Jealous heel: guy who qwants to take the hero's spot or just knock him out of it, by any means necessary. (Hammer, Killian, Whiplash, Stane, Abomination, Cross, Laufey, Loki)
It's very basic and ensures the hero is never overshadowed making for enjoyable but simple stories. That works for the majority of the fans but for the portion that wants to be able to root for both sides the villains being so simple means they are evil without redeeming qualities to root for, therefore they suck. I'm in the group that enjoys Marvel's approach but I see why some don't.
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