I liked Captain Marvel but there was something stopping me from loving it and I think it was that it took a while to actually get going and everyone who knows the MCU (and if you're watching CM you're usually pretty deep) knew it had to end with Endgame set up so it was mostly just set up.
The first part was too out of context, jumpy and disjointed that I was constantly trying to stay in the movie rather than letting my mind run away with trying to piece it all together, so by the time the story actually got going I kept drifting back to the start and trying to fit it all together because it almost seemed too straightforward.
I did love that there wasn't a love story element - the second I watched that first sparring scene with Jude Law I spent the whole movie waiting for them trying to pair them up, so it was a pleasant surprise that it was pretty much the opposite.
I also think it suffers a little from being set so late in Phase 3 but before all the other MCU movies (Cap's origin notwithstanding) so you know where it is going to end up (with CM being set up to return for Endgame) but it has to explain her story, set up her place in the overarching Avengers story and try to excuse why she was the first of Fury's recruits but hasn't turned up once or been mentioned in any of the previous movies and will be the last to show up to the Endgame party, all without the involvement of any other Avenger popping in.
I did love the humour but even that seemed a little OTT in places and Goose was the standout star of the show.
It was also a decent story to take an MCU novice to - I took a friend to see it and she only has a passing interest in the MCU so she missed a lot of the Easter eggs/aha moments as she didn't get the significance or references to the other movies. However, that didn't marr her enjoyment of the movie because this was definitely a standalone movie that could be seen without needing to have known/seen the rest - which is definitely a plus when you're twenty odd movies into a franchise and trying to get a friend to start watching them but they're overwhelmed by where to start.