When I first saw The Force Awakens after a fully funded summer media apparatus of hype in the winter of 2015, I remember the following Christmas morning my mother turned the corner, threw me a Force Awakens pillow, and coldly chuckled “Merry Christmas.” It was a good joke — like many the Force is moderately strong in my family — but it left me to wonder, what Christmas spirit at Walmart possessed my Mom to buy me this gift? I suspect my mother may have unknowingly become a Disney market research statistic. But after the last five years and our predestined Rise of Skywalker, I am largely left to ask the same question.

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