I fully expected Marvel and Star Wars to have a presence in Infinity. I didn't at all expect them to go completely overboard on it. Star Wars and Marvel are essentially individual IPs, akin to any one disney IP. So I expected maybe 10 at most of each.
On what planet could anyone have expected them to load up on 3rd rate characters like Falcon, Yondu, Star Wars Rebels etc?
I also heavily disagree that 1.0 was "almost completely full of modern era characters". Out of the 6 playsets in Infinity, Lone Ranger and Monsters University were the only ones that were done for (at the time) current-tie in promotional purposes. Toy Story in Space wasn't at all tied to Toy Story 3, nor Cars for Cars 2. Pirates and Incredibles hadn't seen new films in half a decade or more by the time 1.0 was released.
In 2.0? All 3 were current tie-ins. For 3.0? It's looking like all 6 are current tie-ins.