Glad you brought up the fan service. That's another pet peeve of mine. Marvel did plenty of that. They used the multiverse as excuse to bring in characters from earlier popular projects. But it extends beyond Marvel and is something that makes so many modern blockbusters terrible.
Do a reboot, fine. But you don't need to bring in a dozen callbacks to the earlier films. Make a new fucking story.
That's why I hate The Force Awakens more than other, clearly worse, Star Wars movies. It's just so painfully safe and formulaic. It rehashes a dozen beats from the first three movies. It brings back characters who were better left in an idealized past. It introduces a few cool new concepts but then doesn't do much with them. I hate commercially safe movies more than I hate a messy failure.