Wonderful piece, Walter.
I'm a huge fan of Lord of the Rings, but am Meh about Star Wars. Never analyzed the difference but I think you nailed it.
Star Wars was entertainment to me. A good movie, interesting characters - but it didn't take me on the heroes journey. Not say it couldn't - maybe it was me not seeing it. LOR on the other hand led me on that journey from the first page. Many sleepless nights until I finished it.
Fantasy writers today have a lot in common with car manufacturers. They have the same need to keep adding new "accessories" to keep the buyers coming back. Some new models are 2/3s features and 1/3 car to drive.
But you make a good point at the end, the desire is to be read. Is for people to reach for your work. So, doing what needs must to get it in their hands - well alright.
Now Star Trek was something different. But leave that for another day. Cheers.