1. Stop buying codexes. They're probably the shittiest product GW hasI'm probably regurgitating a lot of the complaints, but 10th edition lacks any of the flavor from previous editions. An example of this would be the Ork codex. Most of it's lore was copypasted from 9th edition and barely had anything about the other clans. It also dosen't help that a lot of the grimdark flavor that made 40k is being snuffed out to be more advertiser friendly. And GW, like a bunch of other retarded game designers, are waaaaaay to focus on pandering to the 1% of the players.
2. You're right, the lore didn't change much between 9th and 10th. Remember when it took 20 years to resolve Cadia being blown up? This isn't new.
3. Advertiser friendly? GW would be the advertiser. No one is buying ads in GW stores. I have no idea how you've gotten this backwards. Nevermind all of the completely goofy shit the game and lore used to have in it. I don't even need to go back to Rogue Trader for inquisitor obiwan sherlock clousseau, when Sly Marbo still exists in 10th edition.
4. Which 1% of the players? The company is doing a couple orders of magnitude better than it was a decade ago. That doesn't happen when 99% of the players aren't playing and give up or whatever.