A lot of it does boil down the author, but I broadly loathe "bolter porn."
Space Marines aren't decent people, hell, they're not even really human with upbringings that would and should result in fundamentally broken people. I don't mind the more human approach to Marines in the Heresy books, as the whole environment is different, but I still like Abnett's work on that particular plot arc the most, as he still keeps his Marines sufficiently inhuman, particularly in their interactions with "mere mortals."
I'd say that BL's stuff on not-Marines is, on the whole, better. Most of the Imperial Guard books are enjoyable, ranging from pulpy, predictable but fun (the later Cain books, for instance) to interesting, developed character pieces not unlike more respected historical fiction (Gaunt's Ghosts) to shockingly grim setting pieces (15 hours). There's trash out there, of course, but the percentage seems significantly lower, much like the Inquisition stuff.
Part of that, I suspect has to do with the ease of writing much more normal characters; if the author has a developed imagination, they can imagine how they or people they know might react to the insanity of the 40k universe, and write accordingly, but also, I suspect, to BL's focus on SPEHSS MEHRINES. They want to keep pumping out Marine stuff, as GW prime considers that the most important aspect of their IP, so if you're writing about something else, chances are it's on the author's own initiative, and perhaps they see less corporate oversight to their writing.
it's purely conjecture on my part, but seems to be within the realm of reason.
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