Rephrase that to be more accurate: "Disney has damaged the brand with its greedy hands."
It hasn’t been greed that damaged the Star Wars brand...
It’s been basically the eff you it’s done to the franchise, and it’s fan base... particularly with The Last Jedi...
There was a lot executionally wrong with it, but it’s biggest issue wast a pointless needless subplot to deliver some pc message, or even the making of Luke cynical.. or even the women griping about mansplaining...
Those were all bad, And not needed... and definitely pissed off a good bit of the audience.... but the biggest issue, is they too Star Wars which in the films anyway has always been good vs evil, no shades of grey relegation nonsense... and turned star wars into it... that as much of not more than anything else permanently damaged the brand.