What killed GW was their "we are a models company"; erm, no. Most older collectors will buy it for the models because the rules suck ass and the community... erm yeah, what am I kidding myself for? The community is none existent anymore, thanks to transitory sales from children getting one or two big christmas presents.
The rules don't back up the game, with the exception of "the big new"; Riptides, Wraithknights, Baledrakes, Centurions, etc. These new pieces of kit aren't necessarily bad, it's just that with the exception of these new models, the rest of the rules for the most part suck.
For those who get into either Chaos or Dark Angels from the box set, they've got the two worst armies in the game right now.
For a modelling company, some of the new ones are looking distinctly child-like and cost too much for it. Comparison sized airfix kits not only have much more detail on them but cost comparatively less. Compare a Wraithknight to say an Airfix type 45 destroyer; it's a 1:350 scale, which puts it around 18" in size; the Wraithknight is what, half that? And requires no skill or patience to put together at all. That's what a modelling company is; not what GW is.
They forget that many people actually game, or would game if the rules supported their armies. But as it stands, they don't. So people don't play. And all those newcomers which spent £200 on creating a new army of Space Marines only to find out they suck because they went up against Tau, Eldar, Eld-tau, Tau-dar, or Eldar-Dark Eldar and have NO CHANCE of winning are going to get pissed off.
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