I also think the shape of SECR was planned so that the book could be stacked on shelves with other non-RPG Star Wars stuff. I've heard that several bookstores have done just that, so it increases the odds that a non-gamer will see the book and possibly check it out.
As has been referenced on the WotC boards, if they can get even a minute percentage of the SW fanbase that aren't non-tabletop gamers (which is a pretty large portion of the SW fanbase) to pick up and support Saga Edition, then it could potentially rival D&D for sales revenue.