@HTTP Error 404 You have to realize the fact that GW is moving 40K's art style to the clean, Marvel-esque aesthetic, because like almost every piece of media in the last 10 years, they've been trying to ape the Marvel movies in design in order to attract a wider following. Just as they abandoned the people who enjoyed the wacky, parody-esque nature of 1st and 2nd Edition 40K to get in bed with the edgelords who wound up forming the bulk of the 40K fandom from 3rd Edition to 7th Edition, now GW wants to abandon the older fans to get the young player base who are less responsible with daddy and mommy's wallets. Except this time, those kiddies love things like Marvel superheroes and Fortnite, and they both have gaudy, bright colors. Hence why the armor looks bright and gaudy, and it looks more like a high-tech armor that Iron Man might come up with in his basement, rather than a worn-down relic from an age of endless war.
An adult player will ration what he wants to buy versus what his actual needs are. Adult players might want to spend $500 on a new box set, but they'll only do so once the paycheck for their overtime comes in clear, since they still have things like grocery bills or mortgages in mind. On the flipside, there have been documented cases of kids spending hundreds of dollars a month on a videogame, getting skins and upgrades just to win one more match. They don't complain about the price tags of things, because A) they're too busy trying to win, and B) they're not spending their own money. GW wants that kind of audience, hence why the Space Marine design is going for a more cleaner, Iron Man-esque aesthetic, since kids watched Marvel movies like Iron Man and love high-tech shit, and the way the Primaris are in-game (stronger Space Marines that are more potent than the older armies) is oddly reminiscent of the pay-to-win upgrades that kids pay for in microtransaction-laden games.
In short, prepare for a future where 40K is less of an industrial, steampunk-style dystopia, and more of a generic futuristic world with advancing technology that make kids go "WOW!"