Ah that's why then.
Also, note you don't have to run them 5 wide. That's just so you can get rank bonus. Not being Monstrous Infantry means however that they don't overly benefit from Monstrous Support or rank bonus. At 40ppm, combined with M4, and without monstrous infantry special rules, it's a reasonable trade off, but cannot be stacked with characters (pretty much no other character is infantry with a 40mm base).
You can run either 6 wide (assuming you take Spume for a 240mm wide unit), or you can run 3x2 with a 120mm wide unit, and have an attack routine that looks something like 9 WS6 S6 attacks+5-8 WS8 S7 attacks. If you don't take Spume, it's 12 WS6 S6 attacks, and only costs 240pts.
Compare that to a unit of Chosen (125mm wide), and you've got 15 WS6 S6 attacks. However, chosen are cheaper, (20pts?), so you get a rank bonus of +3 for the same price, if my rudimentary maths are correct - but that's not including command, nor is it including Marks of Chaos which are only going to add to a units cost.
They're not exactly a fast flanking unit like a unit of Chaos Ogres (and being fair, spending points on a Standard + Banner of Swiftness isn't really that much difference), nor are they Skullcrushers, Minotaurs, Bloodletters or Chaos Knights.
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