Brand loyalty is choosing to buy things from one source rather than another repeatedly, is it not? The key term here being choose, of course and I believe many people change (or brands change or no longer supply what the person needs) so they must find different sources, so I don't believe it's unreasonable to expect people not to spend money on something they no longer enjoy simply because it has "star wars" in the title. It would be odd behaviour to consume and continue to spend on optional media you no longer enjoy based on that alone, when there are other optional media sources out there.