Why do you play warhammer 40K?
Are you:
A strategist looking for a way to test your tactics and superior intellect?
A artist who want to express is inner feeling?
A pure geek looking for every bit of fluff of the universe?
A social beast playing to meet people and have fun with your friends?
To me it's all about strategy first, then painting/modeling. I see this game as a elaborate chess board with cooler model on the table.