You are not alone on this. I understand the "why" they choose to do this, but the "sigh" is always there when I see another SW announcement.
As I am building up my Cap display, I would buy Zemo because of the overall simplicity of his appearance (ski mask + trenchcoat) but nothing else, US Agent is probably getting a new suit in future films.
Edit: just saw Zemo pics on earlier replies. Definitely getting it.
They sell, I get it. But as it's natural, when you see a large swarm of things you're not interested into, get released by the buttload, while everything else stays back, you get dissapointed. SW I'm more or less on the same level as back in the day. I'm finding more enjoyment in something like WH40K as an endless Sci-Fi universe these days. The sheer ridiculousness and mashup of genres with the more streamlined approach makes it more appealing to me. Plus, the A E S T H E T I C S. It's maybe why I like the PT designs as well, moreso than the pulpy OT ones. From SW I like the Sith/Jedi/Force and everything else is secondary. I've never been much immersed by the setting but the idea of the Force Users was always attractive to me. I favour cloth and general soft goods in my dollies, so I like that the Jedi/Sith have robes and capes which makes collecting them fun. I wish they'd get more intricate designs though, like in the EU. I just don't much care for Mandalorians. My inherent contrarian also dislikes how much the GA has been attached to them in recent years as well. I get that we all have our favourites, and if they were releasing a bunch of EU Jedi/Sith back-to-back I wouldn't be complaining (my wallet would though), while others would, but that's just how these things are. You can't please everyone. Sometimes you win, sometimes you lose; simple as.
I'm not buying anything Cap related, and the only Marvel property I'd go deep in would be the F4 & X-Men (thankfully they're like half a decade off). Everything else is one-offs of my favourites. An Iron Man here, a Punisher there, a Raimi Spider-Man for nostalgia, and so on. However, I was a big fan of Fury/SHIELD/HYDRA stuff back in the day, plus the Thunderbolts, so I do want a Zemo. It's just a shame I'll never get HTs of Steranko Fury, Valentina, folks like Strucker and so on. But I'm not sure if I can swing the money now, especially on the off chance that he'll appear again, maybe with a cooler costume down the line.