They paid 4 billion dollars for the property... I fully expect them get their money back. That said, I don't think it's in their best interest to oversaturate the market. We'll probably get a movie a year, some spin-off TV shows, and of course lots and lots and LOTS of swag.
I think the Star Wars "universe" could be every bit as lucrative as Marvel has been lately. If thought of in those terms, 4 billion was a steal. Hell, I bet the toys alone will net them double on their investment within the next few years. The films, TV shows, and licensing in perpetuity are just icing on the cake. Pretty nice icing too. The Force Awakens reportedly cost 200 mil to make and marketing is usually double that -- so say ~600 million total. Global box office was 2 billion and that doesn't include Blu-ray, rental, streaming, etc...