It has existed in a playable form a lot longer than that, you'd like to think, considering the design process existed in a more concise and accurate fashion than throwing things at a dart board and seeing if it sounded right. The fact that a unit as obvious as fast moving long ranged skirmishers playing to their favoured tactic are able to do that to any other unit (bearing in mind that the fastest movement is 16" shy of that IIRC); and then fire off a ton of arrows, which balance the ability to wound creatures Dragons on a 4+; using Imrik with his massive 14 wounds and a 4+ Save... eh, I'm not even really trying here to break the game. I'm literally using units straight out of the box.
The Fluff has already been altered. Several times over, retconned and ignored as and when necessary. The Storm of Chaos famously, but even the weird bubble timewarp thing that came with the Tamurkhan storyline was self contained. I thought that finally, the GW hobby might have taken the effort to make some permanent changes with the Forgeworld being a little bit out of the way. Bring Tamurkhan into the start of the SoC, but in the end they just said and it was all a dream".
But look at the characters and fluff created and thrown away. We've had Feytor the Tainted for the Storm of Chaos, a Nurgle Chaos Lord on Daemonic Steed, followed by several Nurgle Daemons like Ku'Gath, or Epidemius, and then we get a new Nurgle Plastic Lord, followed by not-a-greater-daemon-Greater-Daemon-like character, with characters who are just born to die literally weeks later after their creation.
Throwing it away is exactly what they've done by treading it into the dirt, and smothering it. They have attempted to build a world with one fell swoop. Explain too much, and just leave nothing, with World of Warcraft sounding names. Maybe that has something that comes from me having grown up with Fantasy and names like Malekith don't sound as bad as "Malerion", while things like "Aelf" and "Orruk" are fucking poor attempts at calling a rabbit a smeerp
(caution, TVTropes link).
This comes across as a way of marketing something which can be IP protected; but to protect the IP suggests that the IP needs protecting from people.
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