Avengers Reveals New Trailer During the Super Bowl

During the Super Bowl, Marvel released a new trailer for the upcoming Avengers movie. What does everyone think about how the movie is being marketed? The marketing so far has been more style over substance, primarily showing off a glamour shot or two of each Avenger in action. But very little has been shown of the film's story. Aside from a brief shot of Loki and ships that are never clearly shown, very little is known about what the plot is and what conflict brings them together. Perhaps Marvel thinks that the characters alone are enough to sell the film as opposed to the plot. Does this concern anyone for the quality of the story? Is this marketing troubling, or instead is it refreshing to not have an entire film's story spoiled in the trailer?