Now that The Bad Batch is airing again, it’s time to correct a criticism many people had during the last season as well as during The Mandalorian and The Book of Boba Fett.
TL;DR: “too many cameos” is wrong—not for what people deem excessive, but for what people think cameos are. It's currently just an annoying buzzword.
By definition, a cameo is small. Think of Stan Lee in Marvel movies. He’s there for shorter than ten seconds and isn’t part of the story. This happens a lot in Star Wars, with both famous actors and familiar characters, but not where people think.
In Obi-Wan Kenobi, C-3PO and R2-D2 can be seen in the background of Breha Organa’s family gathering on Alderaan. That’s a cameo.
In season two of Rebels, Sabine and Ezra deliver a GNK droid loaded with rebel intel to a secret outpost. The droid is received by R2-D2 at the end of the episode. That’s a cameo.
In Rogue One, C-3PO and R2-D2 appear in a single camera shot as the Rebel Alliance deploys for Scarif. They have one line each. That’s a cameo.
In the pilot episode of Resistance, C-3PO summons Poe Dameron to the briefing room aboard a Resistance ship. He is never actually seen and only speaks once over the ship’s intercom. That’s a cameo by voice.
Now think about the second episode of Rebels, when the Spectres accidentally abduct C-3PO and R2-D2. The droids are along for the ride, and that’s the plot of the entire episode. C-3PO unwittingly gives up the rebels’ location to the Empire, and R2-D2 in turn helps them escape. That's not a cameo at all.
In proper television terms, the droids play a guest role in the story, and Anthony Daniels is the episode’s guest star for his voice work. Wookieepedia actually lists guest stars in television episodes on their pages.
Lando Calrissian also has a guest role a few episodes later when he beats Zeb in a sabacc game and hires the rebels for a job to repay his debt. Again, he drives the plot of the whole episode.
Darth Vader appears throughout season two of Rebels, namely as the villain in the premiere and the finale. His character is a guest role once again, but he appears often enough that it’s fair to consider him a recurring character, which applies to Ahsoka Tano here as well.
Recurring characters can be secondary/side characters or tertiary characters, but the difference is a bit out of scope for this thread and doesn’t matter very much. Just mind the difference between a recurring character within a series and one between different Star Wars stories entirely.
This should be enough to tell the difference, so let’s look at the more recent shows.
Cobb Vanth has a guest role in the story of Chapter 9 of The Mandalorian; Boba Fett appears in a cameo at the end of the episode.
Bo-Katan appears in Chapter 10 as a guest role.
Ahsoka Tano is another guest role, only appearing in Chapter 13.
Boba Fett becomes a recurring character in the show as he joins the story in Chapter 14, Chapter 15, and Chapter 16 in a guest role. The same goes for Bo-Katan in the final episode.
Similarly, Din Djarin appears in a guest role often enough in The Book of Boba Fett to be considered a recurring character in both the series and Star Wars at large.
Now for The Bad Batch.
Depa Billaba and Caleb Dume are guest roles. So are Saw Gerrera and Tarkin.
Cut Lawquane is a guest role.
Fennec Shand is a guest role.
Bib Fortuna appears in a cameo.
Trace and Rafa Martez appear in guest roles.
Rex appears in a guest role.
Cad Bane appears in a guest role with Fennec Shand. Taun We’s appearance might be small enough to be considered a cameo.
The Syndulla clan and the other major figures we see on Ryloth are guest roles.
Gregor appears in a guest role, and Rex returns for one too.
No spoilers, but it’s safe to guess that Rex could become a recurring character in the series moving forward. He already is one on an overall narrative scale.
The point is that cameos can't detract from these shows' main storylines because they're so small and rare to begin with. Whether the guest roles are detrimental is a debate for elsewhere.
If you see someone say "cameo" improperly, link them to this thread so they can learn the difference. Feel free to list or ask about other examples below so we can improve the forum’s understanding of this stuff.