And the video games? They make a lot of money too. EU isn't just the books.
As for the link, that has the books as earning more than 1%.
the video games have never been considered canon. for the most parts. Yeah the old republic sort of has but thats so far away that no one cares. Things like Masters of Teras Kasi and Star Wars demolition have not. Or the RTS like Galactic Battlegrounds or the beloved Battlefront is also not canon.
As for loki haven't heard that one is that a new origin story?
Like I said the comic universe have been rewritten so many times and sure people complain for a bit but they still read them.
The key is keeping to what makes Star Wars Star wars. As long as they get the tone of the movies right it doesn't matter if its a new story or not.