They get ILM, Skywalker Sound, LucasArts (the video games), and yes the new Ranch (Lucas already got rid of the old ranch, turned it into project housing). And they also get the Indiana Jones franchise. Really even if it was just the characters it’s a bargain price, the characters means the merchandising, and Star Wars merch is a license to print money.
I thought that Lucas and Fox retained the rights to market the original trilogy. Same with Lucas and Paramount vis-avis Indy.