Yes star wars goes a lil overboard on the merchandise... but I believe it is neccessary to make it have the appeal it does. For every prequel we have been engrossed in the star wars world long before it came out... its a way of attracting the largest possible audience and getting them to buy the products at the same time. EX: Kid buys darth maul MM's Kid buys star wars 7 - 11 drink Kid sees star wars everywhere Kid must see movie Kid still sees star wars everywhere Must see movie again... This is truly knowing a customer - congrats lucas