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I think it's more about creating more strong females roles, to ostensibly target a female audience. Competition for Wonder Woman. I don't think it's a coincidence it was announced on the view. It's all about creating interest outside of the core audience in the Marvel brand and, ultimately, getting butts in seats.
My guess is, as others have mentioned, it's a temporary role. Thor will eventually get (or earn) his hammer back, and this character, whoever she is, will continue under her own name in another way. It may well end up being an interesting and compelling storyline. Who knows. And we may not even see any reflection of this particular story on the big screen.
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