I think Games Workshop is sensing an opportunity to transition from selling physical products--like the tabletop game--to a far more lucrative business model selling a license to produce their IP to production studios. Look at Marvel and DC comics: they keep the lights on by selling their rights to movie and TV productions, not selling actual comic books. GW knows this and is maneuvering into position. The "You Will Not Be Missed" letter was a signal to all potential corporate partners that they don't share the right-wing politics of many of their fans, that GW is one of the Good Ones. The hyper-focus on space marines to the exclusion of all others is because their marketing dept said that space marines have the most buzz in the normiesphere. The seemingly inexplicably crackdown on fan-led content creators is because selling their IP will tolerate no competition. None of these things are by accident.
They've sensed, correctly, that their product has spilled over into wider cultural consciousness, even be non-players. The will of the long-time players, just as it was with old comics fans, will be of no consequence. Now they're going to attempt to cash in. Since the Church of Woke is the language of corporate culture, you can expect nu-Warhammer to be written like that.