"Not thrilled" is not an indictment of quality, it's a euphemism for a different direction in how I used it. Which is correct. Disney may or may not have "loved" GL's treatments but they made a narrative and corporate decision to ceate a story that was different from what they bought from GL at the point of sale. Based on Rinzler's comments he likely had a great deal of access to what GL provided and it was a challenge to square that circle. So yes, pedantic and I'm sure most understood the specificity of what I said. And it's something I have been suggesting for a while.
Yeah, I think "not thrilled" is, perhaps, the wrong phrase to use, if only because of the connotations JD points out. I'd say a more precise phrase is "not really interested in." Which, pretty much, Lucas himself says. The end result is the same, though. It's not a question of "This sucks" or "this is amazing." It's more one of "That's not really what we want to do."
That's the nature of business. PR is extremely important and the risk is not worth taking. At all. I just spent 3 days at Disneyland and the amount of SW themed attractions, merchandise, and presence is amazing. I saw more SW t-shirts on guest then the Mouse or any other Disney license.
Exactly. Would it have a major impact? No, probably not. But it might. You never know. So why take the chance?
We also live in a media culture where ANY bit of news, however insignificant it might seem, can blow up into a major hoopla without ever seeing it coming. All it would take is a slow news cycle plus the release of a "controversial book" that "reveals a major rift between Lucas and Disney" or whatever, and now you're eroding the brand. You want the brand to be bulletproof. You want it to be unassailable. You want it to convey nothing -- NOTHING -- but good things. Towards that end, you do not want ANY bad PR to come out, or even any neutral PR that might be spun out as "bad." Particularly for an ongoing concern where you're going to be trying to move bigger, more expensive, and therefore riskier products (e.g. new movies, especially spinoff/anthology films), you just want positive associations among the public. Nothing negative at all, ever. It's not really possible to remove ALL negative associations (e.g. fans who were annoyed that TFA was "just a rehash of ANH"), but why add to that if you don't have to?
Put another way: I hand you a bottle of an unidentified liquid. I tell you that there's a 98.835% chance that it's just a bland, flavorless liquid of no real nutritional value. I tell you that there's a 1.165% chance that it's a tainted chemical that will make you sick for a few days. It won't kill you, you'll just be in and out of the bathroom A LOT during that time.
Do you drink it? My guess is no. Why? Because there's really no benefit in doing so. There might not be any
major harm in doing so, but if there's no benefit and even a 1.165% chance of harm, or even just inconvenience, why bother?
That's about where I'm guessing Disney comes out on this. What do they stand to gain by allowing the release of the book, especially at this stage? Nothing, really. What do they stand to lose? Maybe the brand gets some smudges on it, and they lose a news cycle at a time when they probably want to only have good news coming out. If the book was released at the same time as, like, a new major video game, or the launch of a new season of Rebels, or a remastered DVD or something, then it might dip sales by a fraction. So, you have no real upside, and only possible downside. Why bother?
One other thing worth pointing out: there's already a disgruntled portion of the fanbase out there. Fans who thought Disney did a crappy job with TFA. They aren't a majority, but they're out there. The thing is, right now,
most of them are probably at least 70/30 going to see Ep. VIII and the Rogue One film, and maybe the Han Solo film. Basically, they haven't shut the door on the new Star Wars franchise...yet. What if this book comes out and, after reading it, those fans say "No. Screw this. Disney has no idea what it's doing" and they don't even give the newer films a chance? That's a hit to Disney's pocketbook that could have been avoided. So, again, is it a HUGE risk? No, most likely not. But even if it's a small risk of a small impact, there's no real upside for Disney to make that risk worthwhile.