TrumanPDX sends an open letter to J.J. Abrams in the form of a video explaining what made Star Wars so special in the first place. I agree, follow what was great about the original trilogy without trying to outshine or out-CGI the prequels. But when he asks for fewer cutsie characters, well, good luck with that. After all, Disney is never going to pass up an opportunity for product marketing. -via Ryan Galloway
The frontier aspect was also important. There are planets run essentially by criminal cartels, like Tatooine, because the Empire was unraveling at the seams. Such uncontrolled areas are the breeding ground for revolution.
Make a movie or sell toys? Post-cinema marketing is everything today, and so characters and extras are made to be easily translated into a line of action figures. The movie becomes a vehicle for selling stuff to kids, and is diminished. It is a gigantic product placement.
It also works this way for making money, so it's not likely to end.