My Dark Vengeance scalping covered me through a bout of unemployment, all is fair in love and war.
Smart. Take advantage of the demand while it's there.
Shortsighted.
The Lore of the game is the lowest barrier of entry. People see a picture of the God Emperor with Donald Trumps head shopped on it, and then wonder wtf that is. So they go to youtube or tik tok or whatever, and then discover this hectic wargame thing.
30 years of story telling for the little plastic models has snowballed into something that is on the cusp of literal cultural transcendence. And its about to get murdered in the cradle by people who view everything as political. The "Lore Chuds" will be the first to go. They won't be the last.
They've been raping the lore for 30 fucking years, dude. Remember when guys like this used to exist in the Space Marine Chapters?
Then suddenly, all aliens were considered hostile, and guys like this suddenly disappeared into the aether.
Or remember when these guys showed up?
Primaris Marines. Space Marines who were trained on Mars, forced to join the various Space Marine chapters by the edict of a Primarch who was revived by Eldar aliens. If we were working with 3rd-7th edition 40K, that should've started a mass revolt, since Space Marine chapters only let people in after they've trained them and known them for years. And ever since the retcon that made the humans xenophobic, the Space Marines hated aliens with a passion. But a Primarch revived by an alien suddenly forces them to accept randos from Mars whom they did not know into their chapters. That should've set off all sorts of red flags and caused the Space Marine chapters to scream ''HERESY'', declaring this Guilliman to be an Eldar impostor and uniting their forces to topple him. Instead, outside of a few instances, they get accepted, even though past lore indicates that the opposite should've happened.
GW doesn't give a flying shit about the lore. They've been like this for decades. THIS, my friend, is their official stance.
"With Warhammer and Warhammer 40,000, the notion of canon is a fallacy."
-Gav Thorpe, Lead Designer, Games Workshop
"It all stems from the assumption that there's a binding contract between author and reader to adhere to some nonexistent subjective construct or 'true' representation of the setting. There is no such contract, and no such objective truth."
-Andy Hoare, Game Designer GW
"There is no canon. There are several hundred creators all adding to the melting pot of the IP."
-Aaron Dembski-Bowden, co-author Horus Heresy series
So no, GW violating the lore isn't anything new. Only a fool would be surprised that they have no care about canon or lore or any such assumption that there's a contract between the company and its customers that the books and lore they produce somehow adheres to a ''canon'', when GW has always played fast and loose with the concept of lore and has no desire to be rooted to a ''canon'' that determines what is or isn't ''true'' in the setting.
Despite all this lack of care towards the lore, GW's merch continued to sell well. Their game became more popular after 3rd Edition eradicated any mention of half-Eldars in the Space Marines. GW's stock rose to meteoric heights after they released the Primaris Marines. Violating the lore didn't end badly for them, it made them richer, because the controversy just causes more people to either hate-buy or get curious. So at the end of the day, this lore violation won't have any real effect, the next time they come out with a new box set, GW's online stores will be sold out of the latest merch in a short while, and the scalpers will be selling the newest box sets for 2-3 times the original price, while the suits will be laughing their way to the bank, as always.