It's so 'meta' if you think about it. Big corporation tries to extract the essence of Alien, ends up in disaster.
Imaginary pitch meeting for Alien Romulus:
Exec: I got a great idea! Let's do Rogue One, but with Alien!
Studio head: Sounds good! Just don't do that Peter Cushing thing again, OK?
Exec: Oh but it'll be cool! Please??