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Because they're SPEHSS MAHREENS! From SPEHSS!

And GW advertises the hell out of it. And they think small children will say "Oh, look daddy, superhuman soldiers bigass guns, can I have some?" and lo and behold another SPEHSS MAHREEN player joins the ranks. Even if he doesn't continue to play the profit was still there for the set/s bought.

In addition, the timeless cliche bandwagon must be hopped upon. Like a rabbit, into a hole, following its nose in a search for candy.

Rico.