It's a fucking kid's film about make believe space war, and a massively overrated one at that. The franchise was devalued years ago when teddy bears bought down a supposedly unbreakable evil empire.
3.) Taking him out of the Star Wars setting further devalues the franchise and shows a lack of respect for the license. We all know the merchandising is a huge cash cow and always has been, but to so brazenly whore the characters out, and for such mundane and uselessly rubbish endorsements too; Vodafone, Currys (or wherever Darth's character was metaphorically sucking dick), come on! At least have some kind of quality control and stick to massive mega brands with a more respectable image.
Now stop being so precious about it and move on with your life.
All the eurogamers who actually play with each other on xbl rather than just post pseudointellectual pc handwringing bollocks on the forums, love the shit out of biggy.