Exactly. They know all of the male Star Wars fans will pay to watch no matter what so why bother marketing to them? They instead switch focus to the other half of the population to get them to go. Now little Suzie wants to see it and that means Mom and Dad and little kwon all have to go. 4 tickets sold, probably some toys in the future and disney just milked a few hundred out of a family on welfare.
I think for George Lucas it was all about selling toys anyway.
Apparently he wanted Empire Strikes Back to be an all-out action movie, but the director and other filmmakers insisted insisted on focusing on character development, a darker element, romance, etc