This is something that baffles me coming from older fans. Games Workshop never cared about fans, especially not back in the day.
Source: I was playing in the latter days of second edition. I remember the release of Dark Eldar (Spiky bits!) and Legion of the Damned.
These fans thought Games Workshop cared about them-back then when a lot of the novels that they liked came out and they were first getting into the hobby. That illusion was shattered when GW saw dollar signs in streamlining both the game and the lore, and proceeded to do so in 8th Edition. Then the fans of 3rd Edition to 7th Edition realized how the fans of 1st and 2nd Edition 40K felt when 3rd Edition came around: they were left behind.
GW pandered to the edgy people in the 90s and early 2000s because edgy shit was cool back then; things like Diablo, Fallout, and Starcraft were selling, and anything that opposed the clean, sterile 90s culture of kid-friendly fiction was something the older kids and young adults thought was cool. I remember kids going through that phase in the early 2000s where they discovered edgy shit like adult anime for the first time and it got them psyched. GW played to that love of edgy shit by making 40K edgy as fuck from 3rd Edition onwards. Instead of the campy parody of fascism, you got the edgy grimdark world which was taken very seriously by the plot. And of course, the kids, teens, and young adults of the late 90s and early 2000s loved that shit and bought it up.
What they didn't realize was that it was a marketing gimmick from the start. Just as 8th Edition is now. The fans just didn't see it back then because they didn't think that GW was just pandering to them to get their money-they thought GW was out to make something that was Ars Gratia Artis, to push the boundaries of what was acceptable taste in order to make a profound statement. They were so caught up in the grimdark stuff, didn't realize that GW was pandering to edgelords on purpose just to get to their wallets.
There was always some element of the fanbase loudly complaining about something. "Why don't we have new models for X?" "I want new codex for Y!" "How much longer until the new Necromunda?" "Tau are weeb trash and I won't play a game with them!" and so on. And GWs response? Either ignore it, or if they did address it, they gave the British equivalent of "lol get fucked.".
It's why I was surprised they pandered to woke at all.
They pander to the woke for social points, not for consumer points. And yes, that whole "LOL GET FUCKED" attitude is still very strong with them, since they obviously know that a good number of 40K's fanbase are reactionaries and right-wingers, they know pandering to the woke would offend those folks, and they still did it, even saying that they don't need the fans who won't support them in going woke. Which of course, was the woke, polite way of telling the reactionary fans to "get fucked".
But seeing as how most of their financial base comes from the wallets of tournament player-types and people who just want to buy shit to win, it seems that GW were vindicated in the end. The reactionaries who love 40K fell in love with the novels, the edgy lore, and the "FUCK ALL ALIENS AND HERETICS" vibe coming from 3rd Edition onwards. They weren't tabletop fans, they were lore fans, they spend most of their money on the novels and barely have a painted army or two, and losing them barely even hurts Games Workshop, while pandering to the whales who want to win games with shit like Primaris Marines worked rather well for Games Workshop. Their profit margins have more than doubled since 2016.
This has been answered, but I want to expand it a little.
As others said, fanboys are consoomers who will buy any old shit as long as it has the GW logo on it (I guess Warhammer company these days). But then there's what Corn Flakes said.
This is the core of what's going on I think.
The Warhammer fanbase has the kind of Stockholm Syndrome that Lucasfilm and Disney probably wish the Star Wars fanbase had. When Disney Lucasfilm tried to push woke shit and told the fans to get fucked, their profit margins dropped like a rock as toys rotted on shelves and SW movies dropped in revenue, and the company was forced to pander to fans with stuff like Season 7 Clone Wars, the Mandalorian, and Bad Batch. Games Workshop pisses off the mostly-reactionary fanbase by going woke and making a new edition of 40K that shits on the lore and the people who have collected armies for years, and yet their revenue stream doubles despite the fans complaining up and down that GW was worse than the devil for what they did to 40K. When SW fans throw a shit fit, people in Lucasfilm and Disney get nervous and try to appease them for fear of losing money. When 40K fans throw a shit fit, Games Workshop executives laugh in their face while snorting cocaine off hooker's tits and smoking cigars wrapped in $100 bills.
As a teen, most of my games were played on bedroom floors, or maybe the wooden panel from the top of a sewing machine. With boxes and coke cans as terrain.
I know gamers in general love to complain about "dumbing down", I'm a big proponent of "streamlining". Not everyone has the space, time, or inclination for a massive game room full of detailed terrain and several thousand pounds of plastic soldiers, all lovingly painted to a professional standard.
Age of Sigmar would be perfect for me if I hadn't sworn off GW years ago. Most people want to buy some guys that look cool, assemble them, and play a game for a couple hours every other weekend. It vastly lowers the barrier to entry, which the biggest hurdle of getting into the 40k community.
It's why I love the idea of Kill Team, and why I think GW should bring back Epic.
People always whine about things being streamlined or dumbed down, from videogames, to tabletop, and so on. But things that streamlined always see more success. Aside from 8th Edition 40K, there are two big videogame examples: Skyrim and Mass Effect 2. Both games were far more dumbed down than their predecessors, and yet, not only did they sell better, they were also more popular, too, with only a tiny, loud minority complaining that they're shit for dumbing down, yet a large chorus of fans love those games to the point of buying them multiple times for multiple console releases. It turns out that streamlining is good for business, especially when it lowers the barrier to entry and more people get into the game and pay more money to the company.