Lucas was always commercially minded its true but I think you can clearly see that being pushed further in recent years, you have CGI yoda's hawking stuff in commercials now.
The Starwars fanbase of course is probably the largest of any pop culture work of fiction, at least in the west. This can both add and hinder trying to sell films to them, I think TFA benefited massively from it selling a seriously medicore film almost entirely on nostalgia. The problem though is I think this was a one shot deal, fans wouldn't put up with it for long and to make matters worse Lucasfilm seemed to deside it would handle its PR like politicians. They should have noticed though that the "politics via shaming opponents" has backfired massively resulting in Trump, Brexit, etc.