I enjoyed The Last Jedi (I preferred the other two though). The fact that its critical rating was so high is equally as important as to why the audience reaction was so mixed/negative. So just because you think it damaged the brand does not make it objectively so. TLJ was a divisive film, but so was the next one (people tend to either like one or the other), and so was Solo. And guess what? So was Return of the Jedi. A lot of people hated the Ewoks. Did Return of the Jedi damage Star Wars? Of course not. Also, Solo had behind the scenes baggage leading into its release, which surely had a big role in its underwhelming box-office.