What difference does it make if you have no context at all about an attraction and don't know that the IP is a movie? The IP, an original story, is usually made by Disney, so it's still Disney, is it not?
People want to visit these places, seeing places like Hogwarts come to real life is not just seeing the magic, it's entering the magic. We should be grateful that Imagineers and Universal designers continue to pour creativity and their personal touches even in these worlds. If you don't know about Avatar, you'll still like it, if you know Avatar, you'll love it and buy more and more.
Most people won't buy an Everest t-shirt because they liked the ride- but being able to buy a Star Wars sweatshirt that has cultural significance, lets you brag about going to Galaxy's Edge, and be recognized by everyone around you, you're going to want to buy it. And the numbers prove it.