I still have some hand-written replies to rule queries I had made from Gav Thorpe and Jervis Johnson stashed away somewhere
That was the company they were, this is the company they are. That's it and all about it I'm afraid.
The modern
GW Modus Operandi: Each new rules edition solves some queries while creating new ones, necessitating further updates. Each codex and army book regurgitates previous fluff and creative design, swaps a few stats around where necessary, chuck a new cover on the front (make it a hardback! Woo!) and get your fan-base to spend out on the latest edition. The creative process, previously the kernel of
GW's rise to prominence, has been smothered by an upper management that cares little for the product beyond figures on a spreadsheet. Want to know why the Storm Raven looks like a stunted chibi-version of a flying vehicle and the Taurox also looks like a squashed-up tonka toy? It's because they were squeezed on to the smallest sprue space possible - save plastic pressing production, storage space, shipping cost. The general fan-base perception is negative, but it will make a few more pounds in profit (rather than just giving the creative people just a little bit more of the reigns) then that's the decision they make.
GW aren't alone in this and of course you have to consider production costs - Mantic does the same thing for instance. But, I find it more understandable when you are dealing with a company with a staff of a dozen, rather than one with hundreds of design staff that has operating profits measured in hundreds of millions.
The 'death-knell' for the
GW I remember, of one that cared what their fans thought and strove to do better, died when the company became publically owned and stopped existing 'for the customer' and instead moved its priorities to the shareholders. It's business sense no doubt, but it's brutal and ugly within an industry that had previously been so small and personable. Really, I think the sooner you acknowledge that the 'suits' that run
GW don't give two hoots about what the veteran fanbase think, and that the customers are viewed solely as sheep who will stump up cash for whatever half-arsed release comes along, then the sooner you will stop shaking your head in wonder at the constant body blows of hair-brained policy decisions, DLC codex updates and nonsensical rules. When stuff like this
keeps happening, then you have to look at the reality of the situation, and its causes.
If you want to know what the privately owned,
GW of the 90's would look like in the modern age, look at any of the other news and discussion threads around here; Beasts of War has regular interviews with senior staff of Mantic, Corvus Belli and Battlefront; those companies have fan forums, facebook pages and twitter feeds where they interact with their customer base, and answer queries. I've just looked at a thread where a designer has actually responded
directly to a post on the forum. Battlefront actually reversed a policy decision when there was outcry from the fanbase. These are just a few examples but they are everywhere when you care to look at them. I won't say anyone does these things perfectly, but at least they appear to make the effort, and perhaps more importantly the customers can have at least some feeling that they are valued by the company they chose to invest with. It wouldn't be hard - a couple of guys in the office at Nottingham doing networking, helping with promotions and marketing. It's done by companies many, many times smaller, but
GW chose not to.
I'm sure, if you have got this far in this pretty long rant, you will realise by now that I'm probably not going to be picking up the latest
40k version 3.4 when it comes along.

Terribly sorry for going off on one, I feel a little bit like the guy making a speech at a funeral who has made the unpopular decision (with those present) to admonish the guy lying in the grave for his decent into hedonism and untimely death. He was so lively, so imaginative, and had so much promise, but it all went into the gutter... and you're angry that so much potential has been lost..