I think part of the problem was / is rented spaces vs. standalone buildings that companies control. I’m not in any way shape or form speaking for every landlord, but as someone who used to need a small office space, there can be a pronounced tendency towards delusions of grandeur on the part of landlords when setting rents. Even as brick and mortars were closing left and right, rents were getting raised to unreasonable highs. I can completely understand stores not wanting to be at the mercy of where next years lease is set.

Now imagine modern Disney Stores doing something like this with a special release of merch related to all their in-theatre or Disney+ films. Fill in slower weeks/months with limited releases of park merch. Put up a travel concierge desk staffed with someone who can speak to theme park vacations, Disney Cruise Lines, DVD, Adventures by Disney, or just someone who can help folks navigate their trip planning. It would all pay for itself many times over.

It’s this same kind of thinking that led to the death of Magical Express. It’s not “worth it” in a very strict, spreadsheet sense, not acknowledging what it adds to brand perception and retention.