Luvgames... I was about to go to bed. I did a whole "Good night" post and everything... Could you not have waited ten minutes? Who am I?
@mime? Who can't leave for the life of him?
Anyway... Right. Let's do this...
Thanos DID win. He retired, happily ever after on his little moon garden.
A Younger, Less Experienced Thanos lost, when he got cocky and jumped through timetravel wormholes.
They're two different characters.
Putting that nerdy little debate aside. (Which, for the record, I really enjoy and when I'm less tired I'd totally go to town on haha).
Your idea of a Villain winning is "End of Franchise"? That would be one of the greatest works of Post-Modern film making, haha. That's a full "drop the mic" moment. And I would LIVE for it. DC should have done it to kill off their Universe... But anyway...
Let's get real a second.
Within your idea of a Villain winning... You would need the world, the universe, the space time continuum to be absolutely utterly obliterated. You're basically saying "I don't want there to be the possibility of any other stories". Why? Because "any other stories" runs the risk of overturning the the "Villains Win"
If we treat the MCU, the Franchise, as a Continuum of stories. Thanos did Win in his story.
Just... Well... Time moves on, and another story happens. Just so happens that in this one the Heroes then won.
It's you who is deciding what is a Match and what is a Final. To him, it was the Final. What he did was reversed, yes. But at what cost? Time, Effort, Lives, Psychological Trauma, Real World Catastrophe, etc.
Not to mention it was, as Doctor Strange establishes, 1 Chance in 14,000,605. We, the viewer, just so happen to be watching that story get told.
Just like in life, where we win today and lose tomorrow. Where we find a $1 on the floor, but then get overcharged for that coffee and can't be bothered to complain. The worlds don't stop. The stories don't stop. The only thing that stops would be the win to end all wins - the absolute destruction of the Universe, whether as part of the story, or whether at a Meta Level where the Franchise just stops and no more stories can be told.