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There are plenty of well known S.H.I.E.L.D agents that Iron Man could have introduced but instead they created a new one which gives them a lot more leeway with what they can do with him. Coulson has so far had a lot of involvement with Tony Stark and with the news that he’ll have an even bigger role in Thor, the character is inserting himself quite heavily into the heroes lives. There’s nothing all that unusual about that I know but just picture this. After the credits of The Avengers, Coulson is seen in shadow talking on a mysterious looking device taking orders from someone only to step out of the dark in his Skrull form to turn back into Coulson! A huge twist and a perfect way to set up the alien race in preparation for a sequel!