Well, with the Inhumans on Agents of SHIELD and them avoiding cross-pollination with the TV universe like the plague, it's not surprising. Even if the movie would have been about the royal family and Attilan, it might still shatter continuity with what's going on elsewhere.
Also, looks like Michael Keaton won't actually be appearing in Spider-Man: Homecoming after all, in any capacity. If they really are going with Kraven the Hunter, they better get someone with a decent accent this time (hated every fake Eastern-European accent the movies have thrown at us so far), and give him some mumbo-jumbo so we can actually believe he can compete physically with Spider-Man. The MCU has placed firm limits on the capabilities of non-enhanced humans and I'm not about to believe that the ceiling has been raised just because Sony is willing to play ball this time.