My theory is that Coulson is a failed re-try of the experiment that created Captain America. He likes Lola because it was a car he would have driven as a young man. He has mint condition Captain America trading cards because he was a kid when Captain America.

Also, Vivi, it's Coulson's idea to play dead so the Avengers have something... uh... to uh... to avenge.

I cringed at a few things, but I think given the chance this show will find its feet.