Wonder why these decisions are ultimately made? gotta be a cash thing surely?
Because GW are literally one of the most incompetent companies around. They could have made a mint off gaming but they've mucked it up throughout their history. They finally hit it big with Dawn of War....then singularly failed to take advantage of that. You only have to look at their lack of interaction with the customers (no Facebook or Twitter and their official forums were closed down) to realise they don't give a **** about their customers and will go to any lengths to make a short term profit, even if it harms their company in the long run.

I want an Imperial Guard game!
Being a superhuman killing machine isn't nearly as interesting as being small and squishy with nothing but a lasrifle, and then being given a shove in the direction of something much nastier than you
I always found the Gaunt's Ghosts books much more interesting than any space marine drivel because it was just a bunch of ordinary guys trying to deal with some seriously weird and dangerous ****.

