Marvel TV president Jeph Loeb gave a revealing answer to /Film, basically saying that, practically, they can’t all be connected.
From that point on, it wasn’t only the films that were linked to Marvel’s Cinematic Universe; TV shows sprang out, including Agents of S.H.E.I.L.
However, as noted by many viewers, the TV shows have become less indebted to the films, with sparring references.
Meanwhile, Marvel has changed the name of the two upcoming Avengers films, directors the Russo brothers citing the fact the films are two self-contained entities as the reason.