I think that's both a bit harsh and misguided...
Clearly Lucas always had a nose for business and an understanding (visionary to say the least) of the role of merchandise/toys in the blockbuster era, but it's just as clear that he had a story to tell, something to say about "the hero's journey", politics, religion, rebelling against the system, etc... There was always a great story to tell about Luke, Anakin, Ben, Obi Wan, the Emperor, Palpatine... and if by telling it he could sell tons of toys and merchandise, so much the better for him and the fans.
On the other hand, the ST wasn't made to just sell toys... it was made to sell "experiences": a theme park, transmedia stories (not trans as in gender, but as in transitioning from one media to others, i.e. books, comics, movies, series), apparel and all this while bringing in a new set of fans: girls/women. Which, incidentally, was the story they wanted to tell about female empowerment. Which is fine IMHO, but it seems that was the only thing "they had something to say about", and unfortunately, they didn't do it very well.