Alexrd wrote: Besides, Star Wars being used for ads is nothing new.

There's a difference between promotion of SW material and promotion of SW the brand. This falls in the later as no SW product is directly mentioned. Not sure if there's a term for this maybe, tangential advertisement.

Periodically, (especially when something new in the Star Wars universe comes out), Lucasfilm now allows other companies to use the property. It's not a direct ad, but a memory enhancing one. The 1994 Energizer Bunny vs Darth Vader being possibly the first. (could mention the Anti-Smoking ads, but those were educational health things not product selling)

This allowing the SW material to be used by non-SW enhancing properties is what I think pisses people off.