IOW supporting the ideology is the goal, not profits (Public Board)
Target doesn't have a monopoly like Disney. If people get mad at Target, they'll go to Wal-Mart or Amazon or others.
Due to the way copyright law works, Disney has a complete monopoly on Star Wars. They're the only one who can make new Star Wars TV shows and movies, no matter how bad they do. There are a certain number of people who will follow Star Wars no matter what, no matter how bad it gets.