Or they could look at houserules and homebrew, like GW has advocated since forever.
The point is that I find this to be omnipresent throughout the roleplaying games crowd, but I have never, ever witnessed anyone actually use houserules or homebrew in a wargame.
Of course it's anecdotal experience, but I feel there's just not the kind of mentality here, whereas it's pretty much a given in roleplaying. On the other hand, "GW has advocated this since forever" is kind of a moot point because all of their rules have ludicrous price tags and they cut out those that don't have associated models; whatever their reason for doing so, their words
are completely opposite and it doesn't take a genius to notice that.
The only thing I like about the BRB of Warhammer Fantasy is that, at the end, there's an example of custom-built unit, the dwarven zeppelin, with lots of weird rules and all that. 40K has absolutely nothing
like that, it's easy to say "Oh it's just beer and pretzels make your rules if you want" but if it's nothing but two lines in a 400-odd page book and clashes so blatantly against their business strategy it's not going to work.
Maybe if White Dwarf, now weekly, starts pushing out "experimental house rules" or something to that effect, it could actually give that message.
This is... well, it's just wrong. The Chaos player will advance in skill at a massively higher rate than the Tau player, and with the amount of Ignores Cover CSM can get for cheap, I'd be surprised if the CSM player learned that a Riptide is severely limited if you kill the Markerlights (which is not THAT hard with the anti-infantry presence Chaos has).
Any decent person would see 'Oh, my friend's not going to play with me anymore because I have this really powerful model, maybe I'll try a different unit'. 9/10 times, the Tau player will change his list to be weaker against the CSM player. If not, well, they're hardly friends, are they?
I'm not saying they're going to turn into assholes right away, I know very few people that would refuse to pull back their lists a bit against newbies or people who bring fluffy stuff, but it's noticeable. Sure, the chaos player will learn to play "better" out of necessity and therefore faster, this means that the glaring internal balance problems in his codex will surface much faster, and as soon as he starts eyeing the other armies and learning them he'll see the trend, and chances are he won't really love it.
What I'm trying to say is that having a ruleset as "balanced" as possible is actually better for a beer and pretzels game, as a newbie will find that he needs to build up his skill to win games rather than not make the mistake of picking a loser army and useless units. The first actually encourages you to play more, dedicate your time to paint better and delve deeper into the hobby, the second actively puts you off: most of us talking here have already devoted a good chunk of money to this game, but why would someone who just started slap a considerable amount of cash into something that he isn't yet invested in and that looks so broken with just a little experience?
1) Some kind of return to loyalty discounts or vouchers - would be great,
2) In store competitions - where the grand prize doesn't turn out to be a bloody poster would be welcome (GW Lakeside I'm looking firmly at you, having heard from numerous disgruntled shoppers).
My store does both.
But it's not a GW store.