Outside of political spergs, most Warhammer lolcows are people who become obsessed with the hobby. Win at all costs people, those that chase after the meta. I know a someone who buys whatever army is currently winning in tournaments. If the models are painted, they aren't even primed, and most likely not applied with two thin coats.
And not to forget the autists with modeling and painting. I heard that there is a GW store owner that sculpted giant naked tits on slaanesh daemons. There's a story about one player who painted his Imperial Guard army as WW2 Germany, including painting swastikas on the models.