There's no question: George Lucas? Giant douchebag.
However. If I were him, would I do the same fuckin' thing? Hells yes I would.
If people keep coming back for more, dropping their pennies to see what else has been done, why stop capitalizing on it? You'd have to be a complete idiot to stop.
But he's absolutely a douchebag. A very, very rich douchebag.