I'm not so naive to think nothing is planned; of course it is. Marketing plans when to release things well in advance.
@BionicKoalaBoy, I just also think what they said about the initial Light FX delay was true, and if they ever do release Maul/Ahsoka, the same will be true. Your point about ILM is irrelevant. We all know the tech to make a light up figure exists. It's simple electronics. The base has existed since 1.0, and I honestly don't think they had Light FX figures planned back with 1.0, nor did they have them ready for the DI 3.0 release, which I'm sure you guessed it, was a planned release date created by marketing.
I don't wear rose-tinted glasses, but I've been, and still am sometimes, on the side the actually has to either do marketing or work with them while I'm developing products to know that there are legitimate issues from creatives, marketing, what investors want, and trying to hit optimal release dates (like a movie release or holiday, or end of a fiscal calendar, the list goes on).
But I don't believe the Light FX were all delayed as a marketing ploy. That's all I was saying. Of course marketing is very much planned. But not every plan was the ideal marketing plan.