Forgive me if I look at it from the point of view that GW knows it's market better than anyone else.
Despite the extensive market research they do...What they say is the case doesn't become true because they say it.
I know plenty of players who buy things cos they're new and shiny, I have done it myself, loads of times.
But I know hardly anyone who builds a 'collection' not an army. And they claim this si the case - like when they claim as many people buy their products purely to paint them as to play the game. Not every GW model is objectively the best value for money model around, and people are (often...) more discerning than that.
Plus, how many people do you know paint and don't play? Do the ones you do know buy a lot? Or, like the ones I know, is it a box every couple months? Hardly like those of us who buy armies en masse for tournaments...