

2018-2019 is when they officially turned the corner and decided to focus only on ad revenue. But the SEO abuse dove it into the ground by 2014ish. They were making money enough to expand by orders of magnitude into other areas, so they simply didn’t want to tweak their search or strategy and kill their golden goose that funded things like Good Drive and their shit social network and loon, etc.
Formally, it’s the Alliance to Restore the Republic. Mon Mothma is the Alliance’s Chancellor, which is a sort of association of rebel cells spread across the galaxy. So she’s sort of elected by the leadership of each rebel cell.
Then on the starship side, it basically seems like anyone with a ship gets promoted to general and promised back pay once the Republic is restored. It’s sort of a gamble, but it beats smuggling spice and contraband.