Actually, Coulson's return is a good example of how something you think would work out turns out to not work as well as planned.
After his death in the Avengers, fans were eager for his return. Either via an LMD or as the Vision. When his return was announced, people were interested. But when Agents of SHIELD got going, response became rather lackluster.
You'd think that given the response to Coulson's demise would have meant his return would bring in revenue. But as it stands, his return is causing a lot of diminished returns.