I hear a lot of complaints ALL over the Internet about how Warmahordes is more balanced and competitive, X-Wing is cheaper and pre-painted, Fantasy is venerable, 30k is new and shiny and prestigious, and a dozen other games are more attractive... and it's all in reference to how those games are better than 40k.
So, if you have cheaper options, more balanced options, more competitive options, and even options where the models are already painted for you, why is 40k still at the top of the charts?
Here's what I perceive to be the top 10 reasons to pick up 40k and run with it. After all, we need a little perspective once in a while...
1. Background - 40k still has one of the largest and most well developed backgrounds of the Sci-Fi genre. Star Wars and Star Trek may have more, but all held within a single galaxy, Warhammer 40k is incredibly deep. You can find histories of planets, chapters going back thousands of years! What's even better than that? You can add your own, and it'll generally be very well accepted as long as it's thought out. There is room for more, GW has designed the background in this way to help players play the kind of army they want to play. Which brings me to...
2. Variety - Yes, Space Marines may get the most attention, but you can't deny that even within the Space Marines, there is variety. Tyranids, Tau, Eldar, Chaos Daemons and Marines, Imperial Guard, and a constantly growing variety of formations and other factions. With the advent of allies, you can play the kind of army that you want to play. With the openness of the community, you can convert what you want to convert, and play that kind of army. Want to keep it simple and play Ultramarines? You can do that too. There are no wrong options, though many in the community might say there are... which leads me to...
3. Community - The Warhammer 40k community is excitable. On the Internet, new rumors are gobbled up and rancor gets spit out, but when you go to your FLGS or GW shop, I imagine the feeling is a bit different. You don't just sit around with your friends and spit bile at the models on the shelves, you talk about what you want to do, the positive things, the ideas you have for your army and the things you might need to get to make it happen. You get in touch with your local meta, and most importantly, that's where you actually PLAY THE GAME.
4. Flexibility - This may seem like variety, but now I'm talking about the kinds of games you can play. When it comes to games like X-Wing and Warmachine, a lot of the games degrade into the exact same scenario, with a slightly different orientation of asteroids. With 40k, you not only have control over points levels, but also mission objectives and map type, and a wide variety of terrain, depending on your imagination or budget.
5. Scale - 40k is at a great scale in army size. With things like Epic, you lose sense of how powerful individual models really are, whereas in 40k, you have those moments were your Power Fist Sarge somehow punches out a Carnifex, or where your Battlewagon slices through a whole squad of dudes on the other side of the table with lots of dakka. You feel when one of your models pulls through with something impressive, and you feel it when units start taking casualties. That scales all the way down to 200 points with Kill Team, and it scales all the way up to Apocalypse when you can bring your entire collection onto the table, plus some extra big toys. The models aren't so small that you lose appreciation for them on the table, and they're not so big that they become unwieldy between pieces of terrain.
6. Expansion - You can make a full Ultramarines Chapter. The entire Chapter. All 1000 marines and accompanying weapon systems, vehicles, and variety of suits. You can make that Chapter all the way down to fluff, and then field the entire thing in one massive game of Apocalypse. You can add in a whole Imperial Knight house, and a Warhound, and a couple of Fellblades. You can make a huge 30k army and still field it in 40k. You can add in Forgeworld rules, Planetstrike, Cities of Death, Escalation, Stronghold Assault. You can do all of those things and there are rules for it. You can get excited, plan these games out with your friends, and then make it happen. No outside rules sources, minimal house-rules. As a collector, these sorts of things make me very happy, and keep me buying into 40k.
7. Updated - We're in 6th Edition of 40k. That means there were 5 editions before that, along with various expansions that have also been updated. We've had a Space Marine Codex for each edition and at this point we have most of the armies in 40k fully updated to at least 5th edition, and soon those leftover will be up to 6th as well. As much as people complain about their personal army not having an update, really, truly, only Sisters of Battle players have any cause to complain at this point. Orks are coming up, and Blood Angels and Space Wolves will be shortly after that, and then Necron, Dark Eldar, and Grey Knights will come into the fold at their time. 40k is in a constant state of being updated, appended, and added onto, and while we may lose some things along the line, typically the game grows.
8. Quality - Yes, yes, there are plenty of other companies with some pretty models, and they're constantly nipping at GW's heels for market share, but GW does have great models, and they are constantly one-upping themselves in quality and detail. Finecast might have been a mistake, but as we've seen, they're phasing it out for all-plastic, and the plastic models they're producing are not only beautiful, but fun to put together, and perfect to paint. Though older kits may show their age, GW's models are still of a fine quality, and when they're not... return them! GW and Forgeworld have nice return policies. A buddy of mine got a Plague Hulk missing it's gun arm. Forgeworld sent a whole new Plague Hulk. I myself got a bad batch of plastic glue, and when my FLGS shop keeper informed GW that my Raptors were falling apart because of it, they sent me a whole Forgefiend model! They not only push their design teams to make bigger and better kits, they keep their customer service sharp.
9. Breadth - 40k is simply the biggest. Surveys show it. 40k is the game on top, it's the game that other games want to beat. That's why we have all these articles and people jumping ship to other games and complaining about 40k. GW can't stop competition from happening, but they can continue making a great miniature, and provide a fun game. And that's what 40k is, it's a fun game when you get rid of the tournaments, the politics, and the Internet loud-mouths. I've been beaten to a pulp in Warmachine and hated it. I've had fun battles in X-Wing and loved it, but with the models already made and painted, they sit in a box. I keep coming back to 40k because all my other friends have armies, and it's the game that people go to when they want to pick up a miniature game. Often, the above reasons are what draw people in...
10. No Bad Guys - 40k has no bad guys. It has no good guys either. I left this one for last because it's unique. Video games struggle to find this sort of balance, and in most other games there are clear good guys and bad guys. In 40k, there are no good guys or bad guys, and even factions of the same race will war against each other over an ideal or a single planet. This makes the Chaos player feel justified, the Ork player excited to play Orks, and the Space Marine player happy to be a loyalist. In their eyes, their army is simply the best army out there. That's why they spent the money to collect it, spent the time to paint it, and put in the effort to learn it!
So, to all ye unfaithful, all those that will call me a GW fanboi or what have you, I still think that 40k is an awesome game, and I'm looking forward to seeing what unfolds in the future. The models keep getting better, the lore keeps getting more exciting, the battles get bigger, and the games are more fun to me now than they were 5 years ago.
To those who haven't played 40k, give it a shot, why don't you? Once you get past all the rancor and Internet hate, you'll find a community that is actually quite engaging, deep, and happy to have you along.