its a lovely well thought out PR answer with basis in truth, it didn’t come close to a return on investment …. The reason being, it was a really average show. Average by general standards but poor by the barometer of quality Star Wars production.

There’s still hope, from a certain point of view that quote doesn’t contradict the legends story. The Jedi order did pin the Sith down to decisive battle, from their perspective and they did defeat the dark lords, from their perspective. They also knew that only Bane survived and officially in canon after his death that ended the Sith - except he didn’t die he created the rule of two.

When Disney bought Lucasfilm they didn’t just buy a brand or back catalogue they mainly bought one of the largest fanbases in media history. However after consistent failure to produce quality product they are now experiencing the effect of the silent majority in the fan base voting with their feet and wallets.

Kenobi and Boba Fett were both substandard lazily written wastes of time with two extremely beloved characters. Kenobi stretched and hammered the lore to its limit and Boba Fett managed to be minor character in his own show. Worse still Boba Fett used two whole episodes to undo two seasons of fairly brilliant story telling in the Mandalorian and reunite Mando with Grogu, undermining the gravity of Luke taking Grogu as a Padawan and the emotion that action involved with those invested

But Disneys issues go back even further than this when Kennedy claimed there was no material to work off of, dismissing the often great (but sometimes absurdly complex) myriad of EU literature. The same literature that kept a fanbase invested when the idea of further films or media felt like a pipe dream. In doing this Disney laid out its stall and put itself in a position whereby its interpretations of the continuance of the Skywalker Saga and anything else past or present would need to exceed EU …. Spoiler alert, they failed. They had no plan other to apply “field of dreams” logic and decided whatever they put out, the fans will come. The fans did come, but less came with every movie and series Disney released.

What really didn’t help was Disneys increasingly and strange reliance on divisive identity politics to promote their releases. Arcing from Kennedys “the force is female” up to Heylands many outbursts or the choice and promotion of Obaid-Chinoy. I was never certain if it were hubris or willfull tone deafness that has allowed Disney to plough a furrow of diminishing returns with this approach, it felt to moderate fans like the wrong approach