EH-- fandom over-estimates it's impact and worth Star Wars is a juggernaut for its cross-over mass-market appeal. Fandom tries to take ownership, but the hard core geeks like us are a solid foundation of revenue, but the licensees, marketing tie-ins, theme park visitors, and general movie going audience are where most of the money comes from.
Disney wouldn't build theme park expansions for people willing to spends hundreds of dollars building their own lightsabers. That is a subset.