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I really enjoy the overwhelmingly expansive universe, the only franchise universe I know of that is so large that it can accommodate pretty much any scifi taste. The 'no more heroes' kind of a world is something that really appeals to me, and some of the authors they have working for the Black Library are literary martyrs; if they weren't doing franchised fiction they'd be hailed as some of the best writers of this generation.
But what, on a personal level, drew me to the hobby, what brought me in, is the spectacle. I like winning, sure, and I enjoy playing, but what thrills me more than anything else is when someone comes walking by the table and does a double-take. When a random passer-by sees my game, with my and my opponents' models strewn across the table at one another's throats, and nods with an impressed smile. When someone stops and says to me, "wow, that army looks awesome!" it just makes my whole damn day. That's why I play 40k. I know it might be a little on the shallow side, but that's the truth.
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