What he really doesn't get is the 'selling points' that Warmahorde (or whatever) people always tell us, are the exact opposite way GW is trending. And they're following the fans, not the other way around.
And the fans love painting their shit up, all customizable. Even me, who generally isn't very good, and finds is one more frustrating delay between my army and the tabletop.
And the fans like having big hueg battles. It's not like Mega-Battles only started happening after Apocalypse came out, afterall.