GW has never changed it's market, it's always aimed at 10-16 year old boys with 40k. Each generation wants different things so it's side stepped into that role. They stole ideas from every where they could and adapted how they present them to each generation. 80-90's wannabe punks got cool stuff and safe satire the BBC would have been happy to air. 90-00 kids got edgy grunge 40k with the fluff presenting it's self as serious and full of deep edgy novels. 10-20s kids want super heroes so they get new and improved super hero space marines. The man children hanging on to the past are relics GW don't care about, they're going to buy stuff any way.
Exactly. That's what the 40K fans of today can't get. They were 10-16 when GW appeased their edgelord appetites, but now, most of them are in their 20s or 30s, and GW is now aiming for the Avengers/Fortnite crowd that's willing to spend God knows how much money to win and love superheroes like Iron Man and Captain America, hence the new fluff and the Primaris Marines essentially being superhero Space Marines that make the old marines look like shit.
That's what shocks me about GW's detractors among the fanbase. They say they hate GW and its actions for ruining 40K, but their spending habits send the opposite message, that they enjoy being bent over and screwed by GW, and if anything, they want MORE.
343 made every Spartan after 2 an annoying asshole so no one could step on any ones toes. Then they messed up Chief's personality and lowered his value. Bungie during their peak was starting to suffer from celebrity worship and hiring film actors to voice minor characters. You can see 343 taking some of those people and making them Spartans as a Bungie style move since it's the obvious conclusion to hiring such expensive talent. May as well make them the iconic heroes instead of random Elites or ODSTs.
They had Keith David voicing the Arbiter from Halo 2 onwards, so the celebrity thing was there after Halo 1. Chief getting a personality worked for Halo 4, but didn't really matter much past that.
I kinda liked the fact that they had ODSTs as heroes in one of the games. It went the same route as the games in Star Wars that let you play as non-Jedi soldiers, showing that they can be badass on their own right without stepping on the toes of the Jedi. Too bad they just went ahead and turned them all into Spartans. But at least, they didn't suddenly make them the equals of Master Chief, as Chief was still far above the level of these newer guys.
You listed most of the stuff I can't stand from nerds. I never get involved in power level discussions and I don't interact with fanboys telling me how cool Orks are or why their awful model fits the Ork's lore. When you make a commercial product part of your identity you're already beyond redemption. If your identity is "model builder" or "chair maker" it's fine. If it's "Ultramarine player" then you're a fanboy not someone with a hobby. There are 40k factions I like and have old collections of but I don't identify with them or write posts on /tg/ saying Chaos did nothing wrong. I am a tabletop gamer with a Chaos army, I'm not a Chaos tribalist". I'm sure GW have shit all over Chaos's lore in the HH novels but I don't have a tribal attachment to my models enough to care. I'm still going to play them and still remember the fluff I like, the color scheme I like and use them with that in mind.
I've seen that way too much times to count, especially in the 40K fanbase, where they will debate you on power levels for weeks, months, even years, just to prove the Imperium is the strongest. Which is funny, since I've known factions like the Forerunners from Halo which can delete their entire galaxy with the push of a button. The Trekkies and the Superman fans are also some of the worst offenders in this category as well.
I like 40K enough to the point where I'd collect action figures from that series or write my own story about my own Space Marine chapter in their universe, but I don't like it that much. Similarly, I can admit when factions that I fanboy over like the Galactic Empire or the Sith meet their match, such as if they go up against the Forerunners who can delete their empire with a push of a button, or beings that can destroy universes like Zeno from Dragon Ball. Shit, the Rakatans can tear them a new asshole to breathe out of rather easily.
In terms of the betrayal mindset, I think that Jim Cornette was very prescient when he said that when the fans dont hate the heel but hate the company for delivering the heel like this, theres been a major fuck up. But ofcourse at the same time, the people who cant let go of Boba Fetts origin story from 3 origin stories ago need to take a look at themselves and try to just enjoy the hobby. As IPs age, you always get a mix of fans holding too tight and companies changing things too fast.
Problem is, these people just can't let go. Hell, they even hate fans from the same franchise who are fans of other things. The Mandalorian fans despise the Jedi fans (something about pro-Mandalorian author Karen Traviss thinking all Jedi fans are Nazis) and keep trying to push the idea that the Mandalorians are the best and the Jedi suck at wars, even though the Mandalorians always get annihilated whenever they wage war with the Jedi, and the Jedi have been portrayed as being knowledgeable on the ways of war in many parts of the lore, even in the first movie, where a Jedi General named Obi-Wan Kenobi can tell Stormtrooper tactics apart from the tactics of the natives, and the Rebel Alliance actually wants to recruit him to lead their war effort against the Empire. In one of the Expanded Universe stories, Qui-Gon Jinn was educating Chewie's family on the art of professional warfare, while TCW had Anakin being able to remember stuff he studied from military history texts.
The same thing happened to the fans of the Tau Empire. When the Tau came out, their idealistic outlook on the galaxy, coupled with the fact that they have multiple races (including humans) working for the greater good, earned them and their fans the ire of Space Marine fanboys who unironically tout the line that the Imperium works for the greater good of mankind, and that all their evils are justified. Cries of "they don't fit in the lore!" or "they're too idealistic for 40K!" filled the echo chambers, until GW fixed the problem by rewriting the Tau to be just as bad, if not worse than the Imperium.
I will be honest, I have never met gotten to know anyone for whom the tribal identity got to that level, always has been just something people play up for fun a few hours a week when they play, and are a regular (if quite autistic, we are talking about tabletop games here) person outside that.
I don't doubt they exist, I just haven't met anyone for whom a cornerstone of their identity is a scifi plastic marketing gimmick IP.
I will say though, like everything else on the internet, because thats all they talk about online doesnt mean thats all their life is about. I only use my kitchen to cook. If you could only see me while im in my kitchen, you would think all I do in life is cook and eat. Again, I agree those people are out there, but confirmation bias makes it seem a lot more common than it is.
Unfortunately, I've met people who got to that level. People whose cosplay is practically their life. And the Mando fans/Space Marine fans are among them. I'm a casual fan of both Mandos and Space Marines myself, but I have seen more than a few go down the cuckoo train and practically live in their bubble of fandom, as if they were Mandalorians or Adeptus Astartes.
When tabletop companies were using fans to promote games they were every where. You would see Press Gangers making warmahordes their whole identity. Magic players do it regularly too. D&D nerds used to be infamous for going "How do you do, let me tell you about my character". If you haven't met them you haven't been in public venues enough.
They're not the only ones. I remember Sega and Nintendo promoting their rivalries with each other, as did Marvel and DC. But D&D fans going that deep into the game probably explains why some religious folks thought they were possessed by demons.
I was into tyranids. I can't say I identified with the infected cult preaching about the coming liberation, not realising they'd be devoured by their liberators, but I can sure identify it more and more.
Imagine summoning the endless hungry hordes of the great devourer only later realising you’re also on the menu. Then hopelessly try to push back them alongside the planetary defence force you would have been fighting only days before.
“Hang on did that carnifex just curb stomp our truck?” *le surprise pikachu face*
It seems as if there were some based writers in GW using Tyranids to explain their hatred for Communists and other "liberators" who fuck over the same people who call out to them for "liberation".
I knew them outside of the gaming space. Do not underestimate the autism of old school tabletop gamers. Shampoo bottle tanks were the least of their sins. I've seen 40k tattoo sleeves.
40K fans are just as autistic as 2000s-era Mandalorian fans and Trek fans. I think it's the same disease manifesting in different ways, on different fandoms.
GW stock slightly dipped over the crybabies threatening boycotts because of IP shenanigans. Just put a few thousand into it since new Kill Team is coming next month and it looks like DKoK might be revived soon, and so far consoomer manchildren have never, ever, ever successfully boycotted anything.
I wouldn't be surprised if some of these "fans" already signed up for Warhammer Plus so they can watch 40K animated content.
Stock prices are not connected to reality. Who cares what GW stock is?
Star wars got boycotted hard enough to change things. So have many games like Battlefield 1. Taking down a youtube series is the kind of thing which makes reddit boycotts happen, it's stupid but people value that more than dealing with the feminism bullshit or abusive policies.
That's different. SW fans actually hurt Disney with their wallets, so Disney was forced to compromise. 40K fans talk big about boycotting or starving GW of funds, yet nothing comes out of it, and GW makes even more money in 2021 than they did in 2016.