The fluff allows us all to tell our own unique story within the background of the game. as such, it can be a very powerful driving force behind collecting your army, and personalising it with conversions and such like. I like the fluff, and i like to build fluffy armies, but that doesn't mean i deliberately choose weak armies, or that i ignore the tabletop concerns i have when my army is fluffy.
As an example, My necron army is based around Zahndrekh and Obyron, and so, since he is honourable, i don't use wraiths or deathmarks, anything else goes though. so in this respect, my fluff limits my force selection. on the flipside, not taking wraiths often confuses my opponents, because 'all necron armies should take wraiths'
My Imperial FISTS have as many power fists as i can fit into the army, since i feel it is quite characterful. they might not be optimal wargear loadouts, but they are hardly weak either.
Even small things like that in an army personalise it, and the setting is so rich that you can pretty much do anything fluffwise, even if it is, on the face of it, totally not cool.
A friend of mine wanted to make a pre heresy thousand sons army (before the HH range was released) as a legion of powerful warlocks, limited in number, the grey knight codex was the obvious choice, and he has done an absolutely fantastic job of converting his entire army to a pre heresy TS army
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