I agree the corporation is doing the smart corporation thing with its shiny new IP. But I think I speak for a lot of the long-time Disney fans here who will never be 100 % okay with such a huge amount of space being taken up by an IP Disney did not create.
Here's the thing, and I'm sticking with the Tolkien comparison: Stranger Things Land goes into Tolkien Land. Both properties in this imaginary parallel are owned by TOLKIEN (a huge media corporation that has grown from the original Tolkien books). Suddenly Tolkien Land is no longer about J.R.R. Tolkien and his creations; now people--especially the younger generations--are increasingly thinking of the name "Tolkien" as representing the corporation and all its acquisitions (lets pretend they also bought "My Little Pony," Chuck E. Cheese, Lego, Betty Crocker and Dark Horse Comics and had future plans to incorporate it all into Tolkien Land...because they can.) And some younger fans of the corporation don't even believe J.R.R. Tolkien was a real person at this point.
It's a unique situation, where a man's name has become more recognized as a corporate hodgepodge. The Walt Disney company is losing its identity and its heritage... and this huge change to DL really irks a lot of us.