I think this year might be a bit better than usual. First, we haven't had all that much revealed to us thus far, both leaked and officially announced. Second, the display for SW might be kinda large due to the cartoon being something of a hit. I won't disagree that Hasbro's Boys focus will be on G.I Joe, Transformers 2, and whatever superhero films are coming out (Wolverine?) Compared to 2008, I think this year will have a lot more shown. Hasbro has had time to work on the figures, hasn't divided efforts of their Star Wars team (IJ in 2008), and doesn't have to worry about keeping a movie/product launch secret.
Kinda off topic, but I will agree that GI Joe and Transformers each give Hasbro more customers/collectors/fans/whatever than Star Wars. However, I believe that Star Wars overall has many more fans/collectors than the other two properties, due to the broader appeal of the movies and the sheer number of licensees.