Another poster raised this issue a while back, but I wonder if one of the things that makes this land somewhat problematic is the lack of "whimsy." It's one thing that Harry Potter land got right: there are magical chomping monster books and silly effects and butterbeer and just a lot of stuff that is silly and whimsical and vibrant and fun. There's a delight in these things that makes you happy and silly, a perfect feeling for a theme park day. Star Wars is many wonderful things, but whimsy is not its strength.
Now, there could be a lot of fun in immersing oneself in the drama and danger of Star Wars, too, but maybe it's harder to achieve in a theme park. No matter how much immersion they try to create, I cannot possibly forget that I'm in a theme park, considering the pressing, very Earthly crowds all around. So it's harder for a more serious approach to successfully function for a whole theme park area.