Because not much has been released to get people excited.
It's got various things working in it's favor.
It's an existing franchise.
It will sell a ton of merchandise.
Kids love it.
It has a hardcore fanbase.
It's going to be a huge action movie which will draw in crowds overseas.
The last one made 850 million worldwide a decade ago... and you can go ahead and pencil this new one for a billion worldwide.
As for the rest, they don't really need a good plan. CP is right.. it's going to make money regardless.. so they could plan and get everything perfect for the first few movies and it's great for everyone involved. Then, they get a little lazy for the next series of movies and don't get their first choice director but another solid one... they have some script troubles and one movie gets delayed and when it comes out it's a little rough. Then, another movie falls flat and they don't make as much in the box office. Before you know it, Brett Ratner presents Star Wars Episode IX
That's a pessimistic viewpoint to balance out CP's optimism. But look at Pixar.. they have a hell of a run.. but they're starting to weaken a bit and you can't put out great movies 10 times in a row. You can compare it to comic book movies.. ALL this great source material, but how often do we get a true adaptation on the big screen? Same with the Star Wars EU, it's got so much great material.. but great material doesn't always find it's way into the movies and we'll get 20 paragraphs of CP complaining how it's not as good and they dropped the ball
Personally, I'm very optimistic and hopeful in this first movie.. I kind of wish we would see Arndt's original script but oh well. And I'm hopeful for the future of the franchise with all the potential.. but we're going to need things to go right for this first movie before I get truly excited.