Its funny, just personal opinion, but I honestly felt they did deliver on the value of the experience. I am just not sure, even with potentially different marketing or smoother implementation that the market exists at the price point needed to deliver good value.
Even with time, hindsight, trial and error, and working out efficiencies, this type of exclusive fully interactive/immersive experience is going to come with a premium cost that some, if not many people would be unwilling or unable to afford, even if they assumed they were getting great value out of it. At some point the cost of the experience is not affordable for some demographics, independent of if your getting value for it.
Second, without some major alterations/changes, I didn't get the "replayability" of the experience, even as a big star wars fan. That becomes a huge issue for any type of offering, but especially one where your market demographic already has 2 other limiting factors (cost and being a fan of star wars being 2 of them.) We had a great time on our cruise. Both adults and kids had alot of fun. But it was an experience that we didn't feel the need to rush back to, having experienced it. Its not like coming back to book a deluxe room year after year, or purchasing Genie+ or after hour tickets every year. Absent alot of annual changes to the offerings, we weren't going to be tempted to go back the following year. So your left with an expensive offering, with limited customer base. With those 2 variables i think you need to rely on repeat customers to be successful.