Except you can't replace a Death Star with a random SW scene, not even Hoth. It's too iconic and compact. You would miss out on a large number of sales, since this is not a collector's item. It has become more generic over time. People who don't buy any other LEGO set buy this. When girls are beginning to receive this as graduation gift then you know that this is not like the other sets. One of my theories is that LEGO did not update this set (or retire it) because they don't want to miss out on those interim sales.This thing is selling like hotcakes. Hoth, Sandcrawler, Slave I are for nerds. If you are a casual fan you want something big, instantly recognisable, iconic that contains the core characters. Pretty much a Death Star from the OT. Lastly, if anybody says that "but the new movies will surely contain something big that will be the next big set yadda yadda..." is a fool. It may be in 3-4 years from now on. Minimum. And for that this movie has to be REALLY good. Not just fine, not just awesome, but something so good that you want to sell your soul to watch it again. It has to be a classic in other words, on the level of the OT. That is what's required to replace the Death Star in a SW portfolio. Just a hypothetical scenario: what would generate more sales, if only one is on offering at a time: Death Star with Vader, Luke, etc. or random big ass space station with totally new characters?