some people just care about their work more than money. Now imagine that the whole star wars franchising made more money by selling merchandise than everything

some people just care about their work more than money. Now imagine that the whole star wars franchising made more money by selling merchandise than everything else combined. That's why new movies and shows are being produced ever more often: to sell toys and merch. And that's also why the quality and the creativity went down compared to the original movies. There's a price to pay when you start thinking your business is not the art itself anymore, but selling or licensing it.