True. Then again, for multiple reasons, it didn't end very well.
It's interesting, to me, what makes an IP valuable in terms of monetizing it.
For example, we all know about the easy examples- rich, complex stories that have decades of history and speak to archetypes as old as literature itself ... aka, comics.
But then again, we've seen other IP that people assumed were doomed to fail (Theme Park Rides, aka Pirates ...) also work out. Heck, as maligned as Transformers is today, it was a very profitable and money-making IP for some time which was originally just a toy and some cartoons to sell the toy.
The thing about D&D is that for most people, it is a very personal experience. Fewer people are huge fans of an established lore or set of characters than they are the game itself and their own experiences in it- although that might change. Look at Critical Role (for example).
It will be interesting to see.