If anything I'm hoping that maybe the subtitle will cause people to google Captain+America+Winter+Soldier.
If that takes them to Amazon or some site offering the material, they get it and read it then it's good for the industry as well. No different than hearing about Hunger Games and people seeking that book out. Sales of that went up. Comics should treat more movie titles as ways for general audiences to easily backtrack to the source just as people do for DaVinci Code, Potter, Twilight or Hunger Games.