The whole tone of the trailer is extremely dark.
It definitely feels like Tony is facing his greatest threat yet - we see him bandaged, beaten up, exploded, ditched in some snow, dumped in some water, and fighting for his life in hospital. All that pain, in a two-minute trailer.
But, perhaps most significantly of all, there isn't a single signature one-liner. Tony Stark spends his trailer time apologising, complaining, and worrying.
There are many memes highlighting the similarities between Batman and Iron Man - they're both billionaires who rely on gadgets to fight crime - but Iron Man has always been the lighter, funnier, superhero, which is a Marvel tradition.
We love Chris Nolan's Batman films, but we're concerned to see them have such an influence here. Hopefully the next trailer will include a bit more fun.