Why are TV writers and executives so insistent to push prequels to great series vs sequels?

Why are TV writers and executives so insistent to push prequels to great series vs sequels? Nearly every person that I talk to about this would, like me, rather see what comes NEXT when a great series ends. We want to see what these characters have coming. I don't need to read the second chapter of a book when I already know what chapters 3 through 5 contain. Yet all we get are prequels. Game of Thrones for instance has something like ...

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