They're competitor products, you have to compare the prices, I think most people, whilst maybe prefering one ruleset or the other, are wargamers fires and 40k/WM/WHFB players second, so if one game gets prohibitively expensive they'll stop collecting it, maybe still play, untill they need a change and they'll jump ship to avoid paying £35 for a box of marines, and just be satisfied with being able wargame in general.
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