Have you ever heard of the tier system?
Ah, yes. The infamous "everything is canon UNLESS Work A contradicts Work B, in which case A outranks B in deciding what is 'real'" system.
All of which is an elaborate way of saying, no, it didn't all actually fit together, some stuff contradicted other stuff, and the movies (aka, the actual body of work that all these derivative bodies of work were based on) didn't have to stay in continuity with any of it.
It was, indeed, a brilliant marketing gimmick. But when the time came to make
Episode VII, the
Star Wars novels, comics, and games were no more binding on the actual
Star Wars films than
Star Trek novels, comics, and games are on the actual
Star Trek shows and films.
However it the EU was integrated together far better than Trek Lit was for most of its(Trek) existence.
Because TrekLit's goal for most of its existence was not to create the illusion of each novel taking place in continuity with every other novel.
If it was never canon why did everybody make such a big deal out of the April 2014 announcement then?
Because it was a marketing gimmick, and once it became clear that, no, the sequel trilogy was
not going to be about how Palpatine comes back in a clone body and Luke marries Mara Jade and Chewbacca dies fighting extragalactic tentacle monsters obsessed with the letter "Y," the need to just acknowledge that all those old novels were no longer in a shared continuity with the actual
Star Wars canon overrode the need to maintain the illusion created by the marketing gimmick of "tiered canonocity."
If it was just marketing fluff then I don't think for one the fan reaction would have been as intense
Of course it would have. Fans
lapped up the marketing gimmick of "it's all canon," because it made them feel like it made reading a
Star Wars novel a more "valuable" experience than reading a non-canonical novel from another franchise. But that's all it ever was -- a marketing gimmick. It
didn't actually all fit together, the need for it all to fit together was pretty superfluous to the primary need of any novel (to tell a good story), and ultimately the movies were never going to bound by what the novels established.
The only substantive difference between Trek Lit and SW Lit is that Trek Lit doesn't depend on the marketing gimmick of calling it all "canon." Trek Lit
acknowledges that while it is always consistent with the canon (as the canon exists at the time of publication), it is itself not canonical and the canon could still contradict it in the future. SW Lit just pretends the films have to stay in continuity with it when they don't.