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Yes, it was always just a marketing device for the games and merchandise.
That being said, it seems apparent to me that at least some of the people working on it at the beginning cared about it and wanted to make it an actually pretty good kid's show on top of being marketing. At some point it began to lose some of its effort and become really samey, then it lost all integrity. Whether that's because the studio demanded it or because they lost some good staff members or what, I'm not sure.
