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This is true. But, as an example, one thing I think we can all agree on is that 95% of all movies need a lead character. Sure, there are plenty of examples otherwise, but for something like Star Wars, a lead protagonist is essential. Yet The Phantom Menace doesn't have one, and suffers horribly for it. There are basic, objective, verifiable truths found in storytelling that stories such as Star Wars should adhere to. And The Phantom Menace ignores many of those very, very basic "rules." Rules that are there for a reason. Really, just give that video a shot, and you'll see what I'm talking about.
I'll take this a step farther. One of the things that made the original trilogy so wonderful was that they not only conformed to the rules but they pretty much made them law. Archetypes were absolutely huge and the characters and motifs were obvious.
Vader=evil=black with no emotions.
Storm troopers=badguys=no face to empathize with.
Leia=Heroine=Princess in distress
Tattoine=desert world=no prospects for a real future pushing Luke to go and grow up
Vader had a red light saber, goodguys were green/blue
These things were obvious and the stories were better for it because they were nearly comical in how perfect most fit the part. In fact, I think that's one of the reason the Han shot first argument is so big because having the good guy shoot first is one of the few things really going against the archetypes etc. Prequel trilogy tried to make things too vague. Granted, I think a lot of it had to do with Lucas growing as director and trying to do too much with it, but if he wanted to do that, he should have developed a new IP and started from there. Too much fluff is what killed the prequels and not enough real meat.