I'd flip that around to say people shouldn't seek to be a fan of a "franchise". To be a fan of a franchise in general is to put a big sign on your back saying "I'm a sucker for whatever company owns the rights and I will spend money if you vaguely make it themed along the lines of the franchise".
I am not a Star Wars fan. I have a nostalgic fondness for the very first few movies and even then; I haven't watched any of them in ages and don't plan to. A Star Wars label on a piece of media, all things being equal, makes me less likely to interact with it these days.