I have this problem as well. In the last 2 and a half years I've been through half the armies in the game. I have 5 armies now, non of which are fully painted. My problem is fluff and rules. I love all the fluff of 40k, even the bad. Rules, well I like being competitive and new books bring more competitive armies. Plus I can't pass up a deal either.
As someone mentioned, have multiple armies with different play styles and keep switching back and forth. This will help a lot.
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