YES!!! Very well said.
Not only is she neurotic but she misses the point of Star Wars and thus fails to really answer her own question: Why DO kids like Star Wars so much? Because, like foobar says, it's a good story. But to that I would add that it's a good story because it uses classic archetypes and story structures that appear again and again and again: In the bible, soap operas, Grrek Mythos/Homer, Shakespeare, everywhere--even in our "history" books. And yes, in Harry Potter too, as much as I despise that franchise. Her husband could pick up on this, and she does to a certain extent, but of course hyperactive parenting stands in the way of what should be this kid's introduction to classic storytelling.
Yes, there's the branding, but that's a cheap, lazy, typically Slate-ish answer (blame the big corporations) to a question that could be answered any number of ways but ultimately boils down to the fact that little boys like good stories. ESPECIALLY stories about young men finding their way in a forbidding world with only their wits, bodies and furry friends to depend on.