What's sad is that I thought they initially did a great job of having some strong female characters that just fit nicely into the story without being too heavy-handed. Black Widow, Wanda, Gamora, Captain Marvel, Wasp, Peggy Carter, Suri, Okoye, etc
That scene in Endgame where all of the female characters gathered at the final fight, though? Cringe. In the theater, I heard my wife audibly go 'Oh Jesus Christ" before looking at me and giving me the biggest eye roll ever. She took more offense to it than me. I'm sure it hit with some people, but they had done such a good job integrating the strong female characters into a lot of stories without beating the audience across the skull with it. I'm not sure why they needed to add it.
It got me thinking about when I was growing up, there were limited female "action" stars that didn't feel forced. Some good ones off the top of my head: Sigourney Weaver in Aliens, Linda Hamilton in Terminator, Milla Jovovich in 5th Element and Resident Evil, Carrie Anne-Moss in Matrix, and of course Michelle Yeoh in every damn thing she did.
If you write a good enough character, you don't need to point out their gender.