My problem with 30k is that there is no room to make your own guys. Its just psuedo historical bullshit with zero creativity.
Yes and no.
HH fanboys can correct me. But my understanding is that each legion was divided into chapters, the same way 40k chapters are divided into companies. Certain chapters had unique schemes and tactics, and those changed as the crusade, heresy, and scouring progressed. eg. How legions changed after finding their primarch. 40k chaos factions are basically 30k warbands. I struggled with choosing a Death Guard scheme for KillTeam, and was told to look into herasy era Death Guard schemes.
Then there's black shields. Basically groups independent or renegade forces. Such as parts of traitor legions that stayed loyal and cast off their old chapter colours, or vise versa. The black shields are one of my favourite parts of the rules because there are options for things like running out of bolts so you're stuck using autoguns, or clones that are too dim to take cover, or pirates who stop after combat to loot bodies (and can get VP this way).
With everything Matt Ward did to make people be willing to hate the Ultramarines, everyone else including fans have done twice over to make people hate the space wolves out of pure irritation over them.
Bit of a rant, but I honestly won't be surprised if Salamanders get declared by the internet to be a lame/stupid/gay chapter.
When it comes to Ultramarines, I might not agree with the hate, but I at least understand it. They are overused and a little boring despite a great colour scheme. But it seems like people bitch that chapter x doesn't get enough lore, but any chapter that gets even a hint of spotlight from GW is suddenly shit and gay. I had never heard of the Raptors chapter until my recent return to the hobby, but now they are shit tier despite sounding cool because ...I don't know. GW "pushed" them for the milsim crowd? It was discussed earlier in the thread. Space wolves get shit on for what appears to be OC donut steel reasons and 2005 era "yiff in hell furfag" reasons. But they were always like this. If anything Blood Angels are worse with their whole "space vampires" goofy bullshit.
I recently heard of the hydras and the celestial lions (cool colour schemes for both). No one seems to care about them, but if they were feature in a new killteam trailer, I can see people declaring them as shit tier. It seems the only canon chapter people like these days are Salamanders. But now they're the poster boys of HH. We're one upgrade sprue from the fanbase turning on them.
Completely unrelated. I forgot to mention last post. There's also clickbait videos talking about 40ks "secret 5th Chaos god". I assume it's the rat from AoS? Google says it's "Malice", which I've never heard of and GW doesn't use any more. And some thumbnails seem to say it's The King in Yellow from Lovecraft*.
*yes, I know it's not actually Lovecraft but it tends to be lumped in with his mythos.