They have no vision of what they want to do. They do Star Wars because it is a well known, lucrative franchise, not because they want to tell a story. That's the main difference to the MCU and that's also why the dcu doesn't work. They want to copy a successful formula, but they don't understand why it works. Of course Marvel wants to make money, but the mcu is mainly driven by the desire to tell a story and flesh out their characters, they have a plan and stick to it. With Star Wars on the other hand, Disney tried to play it safe and basically redit a new hope when they did FA. They got criticised for it, panicked and tried to do everything different with tlj. But since they had no vision, they went overboard and produced a shytty movie that didn't make sense and had no direction.