Just my two pence, but I didn't even think those Marvel figures were as big as Star Wars figs... I guess since the card was smaller, my mind's eye saw them as proportionally smaller... Of course, I never put them side by side, only saw them about 40 feet apart at the local super wally.
As for my preference, I'd prefer less packaging. I have a closet more or less full of carded/boxed items, and I've been working on opening them all, so I can move somethings around and finish a room to display all my stuff (listen it makes sense in my head...). And I'm shocked by the volume of packing I've been throwing out. I've done my best to minimize the volume that goes in the can, by separating all the card backs, and stacking all the bubbles, etc, but still its a lot of stuff.
Don't know about you guys, but I'd be ok with Hasbro having more generic bubbles. Basically don't have each figure in their unique pose, but more a container to hold them generically, and only special packaging for odd shaped characters (R2, etc.). I know that doesn't work from a marketing perspective, but I don't care about that stuff personally, because I already know what figures I want before I shop. Guess that harkens back to the Vintage line for some of you, that's just before my time as I was born between ESB and ROTJ....