Angry Birds was all the rage and still is I presume. And Star Wars is all the rage, and definitely still is. Especially since ABC/Disney bought the franchise.
So I must declare that it's a cute combination of franchises when you have Angry Birds: Star Wars.
I love the little digital Millennium Falcons, AT-AT Walkers, and various other elements from the franchise.
I'm not sure what they consider to be excessive, but for me, this is. That's why I don't play it that much. It all depends on the tolerance levels I have for this marketing crap.