No, it's more than just STAR+WARS. This is different from "The Phantom Menace" and movies of its ilk.
Not really, at least not from the perspective of average Joe Public, who might not even be aware of the fact Luke isn't in the trailers yet. Besides, that trailer released back in the spring that ended with Han and Chewbacca with Han saying "Chewie, we're home." has drummed up the most interest in the movie so far, and if anything that scene alone will plant butts in seats. Hell, even co-workers of mine who aren't really SW fans are still going on about that scene alone. There are internet memes using a screencap and declaring "that moment when nothing else in life mattered."