Why Can't EA Get Star Wars Right?

EA is one of the biggest, if the biggest video game company in the world. The company has an exclusive 10 year deal with Disney to make AAA Star Wars video games. Their run has been marred with controversy and critical disappointment. The 1st Battlefront game was launched with a limited amount of content, which drew negative attention from many critics and fans. Battlefront 2 was mired with an enormous loot box/micro transaction controversy, which contributed to disappointing sales (compared to EA's expectations). EA also cancelled and closed Visceral Studios and its Single Player Action and Adventure Star Wars Game, an idea many fans were excited about. There is now a rumor that another Star Wars project has been cancelled. Why can't EA make Star Wars, one of the most profitable brands in the world, reach the massive heights that many expected in terms of sales, game output, and critical reception?