In all honesty, I wonder sometimes if they even know what they have. I realize Billiv will probably open up a can of whoop ass on me for this, but I seriously question WotC marketing competence. They, at least from this outside perspective, don't seem to have a clue what they want to do or who their customers are. Their products are all over the map (such as the flip flop on D20 system vs Saga for SWRPG) and they don't seem to have a good record on predicting what will and will not work (generally a sign that they don't understand their customer base). From the outside, looks a lot like someone throwing darts at a dartboard of choices and going "ok, let's see if this works!".
I play a lot of games. I became a hardcore player of SWM for three key reasons...
1) It is VERY easy to learn, yet difficult to master... one of the core necessities for a great game. Unlike Magic, which now has so much crap in it that I've seen many a player scared off after a single game because of the amount of stuff they needed to learn, SWM is pretty damn accessible.
2) It is Star Wars. Though quite a few SW games have sucked horribly, I am still going to try a SW game nearly every time. I'm a fan. Guess what... there are literally millions more just like me. They HAVE a captive audience...
3) They haven't bloated the game in the fashion of Magic (yet). It is still broad enough that I can play a hundred games and never repeat a squad... much like Magic... yet manageable for collectors and players.
Bottom line, I think SWM could be more than WotC seems to think. Will they wake up, I cannot say... but I can hope. Perhaps the force will be with us.