It could be they're stepping away from named character's in a rules sense. Vandus Hammehand has the rules of a generic Lord Cellestant and the Khorne fella is just a Khorne Lord
Knowledge is knowing a tomato is a fruit
Wisdom is knowing not to put it in a fruit salad.
And everyone knows that by endeavouring to turn as much of a profit as possible, it's a sure sign they're looking to sell the company.
Because if you want to keep your company, you have to run it into the ground.
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And there is no better way of doing that than to cater to the whims of customers who've shown themselves to not want to spend any money, important to keep those people happy, so that they'll loyally continue to not spend any money on your products and not go elsewhere to take their non-existent custom.
Indeed! This is a serious game, for serious gamers.
We'll have no fun here!
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Look, I get that any opinion other than AoS being awesome is strictly forbidden, but can we please stop trotting out the utter nonsense that Warhammer players never spent any money. GW never gave us anything new to spend money on, which is why sales were low. New releases always sold well and the End Times books selling out within a matter of minutes, wildly outstripping GW's expectations, proved that we did spend money when given new stuff.
Chief Educator of the Horsemen of Derailment "People demand freedom of speech to make up for the freedom of thought, which they avoid." SOREN KIERKEGAARD
In the last 5 years, it never sold well enough to justify continuing the range, warhammer has fewer players and so there weren't enough people spending money.
The players it did have had their armies, largely unchanged for a few editions, it wasn't getting in enough new blood to replace those who drifted off.
Its not that WFB players spend less than 40K players, it's that there weren't many new WFB players who are the customers who spend the most money.
There were plenty of people to spend money on it (especially as most Warhammer gamers were more mature, which means they have more cash to splurge), but as you say we all had several armies and there was nothing new to spend money on. Even the updates of existing armies were significantly smaller and less frequent that 40K. GW created a self fulfilling prophecy; Warhammer players don't spend any money, so why create anything for them to spend money on?
There were no new players because the game had a fairly high entry point in terms of models and therefore cost in cashmonies. None of that is the fault of the players, it all lies at GW's door. I get that I'm not going to change anybodies mind about the necessity of the death of Warhammer, but can we at least stop blaming it on those of us loyally supported it?
Chief Educator of the Horsemen of Derailment "People demand freedom of speech to make up for the freedom of thought, which they avoid." SOREN KIERKEGAARD
Try not to take it so personally, no one is saying you are responsible. The game failed, it happens, they judged the market wrong and they're now correcting that mistake