I love that Marvel's solution for the origin story problem is this:

WRITER 1: People are kind of tired of origin movies.

WRITER 2: Yeah, but Captain Marvel's not a household name, so we've gotta cover it.

WRITER 1: Yeah... oh, I know! What if she's already got her powers, but she has amnesia? That way, we can skip straight to the superhero stuff, but also cover the origin as she recovers her memories!

It's genuinely genius.