I am quite convinced that the merchancising can take much of the blame for the massive dissapointments that Episodes 1-3 were for many fans and critics. It was an example of franchise that generates so much hype. In the end when the product does not meet the hype, the product crushes itself under its own weight thanks to cross-over merchandising. Yet vendors get away with it. A good example outside of star wars and movie business, would pre-launch hype and merchanise for Halo 2. With TPM and Halo 2, everyone knew about them like it was second coming of Chirst. Talking, about stuff this makes my head hurt as it's a painful reminder of those god-awful Episode I Pepsi commecials that played endlessly on TV in the spring of 1999. At least, Pepsi ads for the 97 SE were cool. Remeber the one where Darth Vader has lightsaber duel with a man using flash light as lightsaber... priceless!