I find this a bit cynical on Kurtz’s part. Not that Star Wars did not become a successful toy franchise, but it ignores completely the profound influence of Joseph Campell’s hero’s journey.
The end of ROTJ is step 11 in the journey, the resurrection, where “at the climax, the hero is severely tested once more on the threshold of home. He or she is purified by a last sacrifice, another moment of death and rebirth, but on a higher and more complete level. By the hero’s action, the polarities that were in conflict at the beginning are finally resolved.”