My point was that Star Wars has been tied to the same characters for personal and business reasons, not inherently creative ones defined by the setting. The difference IMO is mostly down to who the creators and executives involved in the process of each IP have been, not the actual merits of the respective IP’s worlds.
If Gene Roddenberry has decided that Next Generation had to be about Kirk and his crew, and then Paramount also mandated all it’s other Star Trek projects to be about TOS crew, we’d be having the same discussions about “why can’t Start Trek get away from the original series?” even though it has nothing to do with the setting.