I think this whole thing about a complex oriented generalised cohomology theory is really just abstracting the notion of Thom class you find in (co)homology. More specifically, a complex oriented generalised cohomology theory $\mathcal{E}$ is a multiplicative cohomology theory (i.e a cohomology theory (but might differ from the singular case if you're not requiring the dimension axiom) with products) where you have a notion of Thom class (for complex vector bundles)
i.e. For every complex bundle $E\rightarrow B$, there is an element $\mathcal{E}^{2n}(E,E-0)$ which when restricted to fibre …