In the early 90s, there was a widespread effort (lead by TSR) to view "stories" (shorthand for worlds & characters) as the driver for big revenue. The idea that a cool setting idea like Planescape would sell products including gmes, novels, software and possibly mass media was very strong. The licensing fees TSR was earning with Dragonlance and the Forgotten Realms were huge and carried very little overhead. TSR (and other companies) wanted tap into that licensing revenue as their primary income stream, and started viewing RPG products as just one part of a constellation of categories where they would earn their revenue. They stopped seeing the dependencies between the success in the RPG category and the success in the other categories. Other companies like FASA showed that they too could take tabletop gaming brands (BattleTech) and turn them into multi-category brand franchises which had the effect of spreading what might have been a TSR-only mistake into a widespread industry practice.