The reasons why it is happening.
"This is a good movie, it should be in a theme park" is a bad reason.
"This made a lot of money at the box office, it should be in a theme park" is a bad reason.
"This sold a lot of toys, it should be in s theme park" is a bad reason.
"This is popular, it should be in a theme park" is a bad reason.
"This would be a great themed entertainment experience" is never the criteria. It is always some other metric.
I honestly think Star Wars Land is a perfect storm of every single criteria you mentioned. Sure it's a guaranteed money maker, but you don't think the gang at WDI who grew up on Star Wars wasn't drooling at the chance to go crazy building an entire world based on the franchise?
To me, it's one of those no-brainer "how do they NOT do this??" deals. Star Wars has been ingrained into Disney culture for half as long as Disneyland has been in existence with Star Tours attractions around the world, Jedi Training Academy, Star Wars weekends, Star Wars marathon, etc. There are now multiple generations who have grown up associating Star Wars with Disney. If you don't think of Star Wars as a Disney thing, you are simply getting hung up over semantics.
IMO, it is the only franchise truly worthy of its own land -- something that could stand the test of time. By the time the land opens, we will be in the middle of a THIRD trilogy along with new movies exploring and creating backstories for other characters. Along with books, comic books, live action/animated tv, video games, and so on. It is a
very, very different beast from The Wizarding World of Harry Potter which is based on a story that really revolves around one central character -- heck, even his name is in the land's name! In 10 years, it is entirely possible interest will have waned on the Harry Potter franchise and then what?
The closest thing the world had to a 'franchise' when Disney opened was Disney itself and we saw that manifest in the form of Fantasyland. In my eyes, Fantasyland WAS and IS the
Disney Land of Disneyland. It is all things Disney brought to life. This is what Star Wars Land is. It's not a section of the park that revolves around one character or one story. It is literally the universe of Star Wars brought to life in a themed environment -- something that so many of us have been dreaming to experience since we were in diapers playing with action figures. If someone's biggest issue with it is it being a land dedicated to one IP versus multiple, again, I think you are getting hung up on semantics.
I can not tell you how pumped I am on it.