Join Date: Mar 2013
Location: Boston, Lincolnshire
In Boston, there has been a surge of interest, and sales both of the box set, and of fantasy in general.
I've actually started a chaos army because of this. I can use the daemons to ally with my Orks in 40k when summoned, as well as for AoS in their own right. If it hadn't been for AoS, I probably wouldn't have bought those items with the intention of starting another army, not yet anyway.
I had looked at WHFB, but whilst there were a handful of regulars who played, there wasn't enough interest to justify the expense and effort of building a dedicated army. If it wasn't exactly dead, it was on life support, even in the local games club.
Anyway, all that said, it seems that the only reason that there is a problem with the similarity between SM's and Sigmarites is because it is perceived to be symptomatic of the problem with GW.
I don't know about that, except that locally, in the upcoming AoS tournament being organised in the Boston GW store, order accounts for a fraction of the armies being played. Chaos is the overwhelmingly preferred faction, followed by Destruction.