I knew something was up when people kept parroting the "not even 7th best theme" stat without any real sources. Among kids and adults there's no way Star Wars isn't one of their top themes (Especially with this graphic illustrating that among its competitors are Classic, City, & Technic, staple LEGO IPs that don't need the extra markup for licensing and are always going to sell well. Just look at pop culture for the last however many years, right now LEGO Star Wars is trending and the sets from the latest wave have flown off the shelves before ever getting the first 20% markdown. I don't want to venture into off topic territory, but I do think we need to take a step back and re-evaluate a lot of the cynicism that gets re-quoted and spread around here and elsewhere as we discuss the 2020 Star Wars waves.
The 2020 sets so far are turning out really well, covering a lot of previously uncovered territory (Ben's Hut, Bantha) while giving us updates for iconic sets that haven't been seen in years, giving a lot of us a chance to finally pick them up (AT-AT, AAT, Jedi Interceptor). Price-wise (especially with the forced movie waves) I'm sure there's some credence to Star Wars underperforming, but that's likely largely because LEGO has been pricing out it's main consumer bracket: kids. I'm optimistic for this clone wars wave though because $30-$40 sets and lower are the golden range for collectors operating on a budget, whether kids or adults. A lot of adult collectors dump on LEGO's standard $30 playsets (Ahch-to, Yoda's Hut, Death Star Escape) but these are available to a much wider audience than priced-up versions of these sets would be, while offering minifigs & setpieces for iconic parts of the star wars films. A large reason why I loved the 20th anniversary wave is because sets like 75261 & the Dropship were reasonably priced while offering a unique array of figures / vehicle or landscape features to either display or play with.