Imagine a world where the owners of an IP actually appealed to the fans of the IP. I know sometimes you can expand your customer base with certain products but certainly not when you try to do it at the expense of loyal customers.
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That just makes it worse. If they started it after it became clear they'd need a retcon button, one could try to excuse it as trying to work with what they had. Since they started it before that was the case, it means that they actually thought building towards time travel and alternate timelines and multiverse stuff that never needed to be in Star Wars was a good idea on its own.