The Lord of the Rings films are great and classics of cinema. The Hobbit films are OK (I have a lot of criticisms, but the bits faithful to the book are tremendous), and The Rings of Power is mostly rubbish so far.

So yes, they need to stop milking this. Enough.

My views on The Rings of Power, if you're interested: https://fanfare.pub/the-rings-of-power-series-one-the-dillon-empire-verdict-dd22504935bf