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Crimson Devil wrote:

GW doesn't want Fans, only customers.

Customers start with a heavy buy in, play for a while and leave. Fans stick around and notice inconsistencies and make demands. Fans are only okay if they buy things and shut up.

I think this is the most succinct way of putting it. Essentially, we are all 'fans' for want of a better term. As MGS puts it, this is the fluff that we all love and keep coming back to despite GW's privations, precisely because we love the game. Unfortunately, we are not the high spend buy-in's that keep GW moving forward and they seem to have made it a corporate policy to drive us away or at least get us to spend more again.

Cities of Death, Apocalypse and Planet Strike are all obvious ways of selling more models.

The disappearance of 40K in 40 and Kill Team from the BGB are ways of stopping small model count games.

The emphasis on Troops in 5e and the cheapening of troops in the 5e codexes, well, I think you know where this is going...