I think you missed a key section in the article where he talks about how miss-steps with a franchise can build, and that Disney made many miss-steps with Star Wars. He wrote a whole article about it [0], which he claims they:

- rushed the films out

- lacked singular vision to keep them consistent

- subverted audience expectations in a bad way, re Luke Skywalker

- retread too much of the same old ground leading to inability to generate momentum (ie. killing off characters in Rogue One).

0 - https://redef.com/original/star-wars-fatigue-is-a-myth-but-d...