Part of the problem, I think, was their choice to tie Civil War to the Captain America franchise rather to the Avengers. Because you're right -- CACW was essentially a direct sequel to AoU rather than CAWS, and Steve's actions and motivations are almost incidental to the larger story. My initial reaction to CACW was that it was good Avengers movie and a very good Iron Man movie and even a pretty decent Winter Soldier movie, but it didn't really hold up as a Captain America movie. I wonder if we'd think more kindly of it if it had been branded as Avengers: Civil War.