Avatar
I would agree the film characterization of Stark has been a bit all over the place.
I think my main issue with the whole Civil War storyline is that Stark has always had a very uneasy alignment with the government. Sure, he's okay using them to make some serious money, but he's always held back on giving them full access to his technology (they even went this direction with Iron Man 2).
In the 80's there was a great Iron Man story arc called the Armor Wars, where Stark decided to take his technology back from those who were utilizing it without his consent - this included the U.S. government. He went so far as to attack the U.S government directly (the Vault, the Guardsmen etc.)
In Civil War after one superhero blows himself up suddenly Stark is for identity registration etc - essentially becoming everything he's resisted for a long time. Downey himself is best in the role when's he's playing more anti-establishment, his personality doesn't really meld well with the jack-booted thug persona.
Still really interested in the film based on the Russo brothers - I think Winter Soldier has actually improved with subsequent viewings. And, they can't really go with the story-line from the comics; since the world isn't populated with that many superheroes they'll have to take the core conflict in a different direction (based on the trailers, I assume it's mostly about Bucky himself).
Ultimately I can't complain - we're living in the golden age of comic book film-making. I haven't seen Deadpool yet, but the simple fact that film even exists is pretty fucking amazing. I think there's a good chance we're close to hitting the comic film saturation point - and we're close to having to turn over some key characters - Jackman's Wolverine and Downey's Iron Man in particular, but for now, I'll just enjoy the ride.
Just hope they don't turn Stark into a complete dick.