Man, I feel you
. Likely due to a similar upbringing, I agree with you assessment of the situation. While definitely excited, it is a disappointing release because 1) it looks like we will need 3 books and 2) those books and the units therein could go unupdated for a long time.
While I agree the inflationary nature of capitalism is destructive to the vast majority of human beings laboring under that system and to the world on it exists, I think we need to reel in the dialogue here. GW are as guilty of playing by those rules as any other successful corporation but not more so.
And in this case GW are apparently damned either way. Chaos players have clamored for God specific books since 2nd edition condensed the 2 Realms of Chaos books
into a single Codex.
Personally, they're right on track. God focused books. More daemon engines. New chaos models. I don't like all the models but hey it's an improvement. And some of the newer models are awesome (ex. Raptors/Warp Talons).
Sure, costs have relatively gone up, but one doesn't need all 4 books. Buy the one(s) which fit your tastes and models, and let the others go for a while.
I think the only legitimate reasons for complaints are going to be bad rules, poor models, and high cost.
High cost is a given with GW, so I would argue we should factor that out, leaving poor quality products. Which is less likely.
GW's codex quality seems to have consistently improved over the years both in binding and graphic design. So either the rules or models could be weak.
Anything else sounds suspiciously like whining.