Of course, it's all a matter of what your frame of reference is (in in your example you're patently correct). Disney for me is doing great things in the commodification of entertainment from the perspective of making money. That I truly respect. It terrifies me from an intellectual and cultural perspective, but that hardly matters.
It also seems that far too often my position is far too often confused with a strawman we might call "TheAvatarMovieScholar".
What I seek to argue is from a frame of reference where the essential components of a franchise are themselves as studied and quantified as individual films within the broader framework of said franchises.
I should also note that I think Bob Iger is a genius, not quite on par with Jim, but certainly up there.