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The best part are the miniatures. In AoS, the miniatures are even better.
The power gaming level is tremendously high. You can see this positively or not.

They have near constant line of minitures, with only a few realy bad ones. A

The universe that has been created is fairly good, despite its erosion and some awful writing with the way GW use it.

Otherwise it's fairly meh.

Noise Marines - because psychic sonic guns and unfettered perversion/excess. Not going to get that elsewhere. Oh and yes, agree with fluff.

Slightly off topic but would people please quit the CSM whinging. Giving us (un)loyal CSM players a bad name. Less negativity please.

For me it's the basic fluff that's so overdrawn that it becomes hillarious at time, the quality of the plastic miniatures and the way they're customizable.

Then there are always the factors that don't relate directly to GW: it's available everywhere, there are tons of opponents out there (almost every TT gamer I've met has a 40k or WHFB army, even if not actively playing it) and finally the huge secondary market. Once you're done with an army, you can simply sell it and not loose too much money. Other manufacturers miniatures are almost worthless once they've become "used".

For me it's the variety of the game. You can play with small groups of troops up to giant robots. Admittedly that can be a problem if you don't talk to your opponent before the game, but it allows for every game to be different. Add in the numerous factions and maelstrom cards and every game is something new.
Also that you can try out different types of armies and have a totally different list with the same faction. I could go slow lumbering walkers with heavy artillery support or all Bikers and Brutes.
I can't really say that the models cut it for me, since I play Nurgle and the best looking parts of my army are either forgeworld or other alternatives

And the background is great of course, as well as the ridiculously over the top stuff in everything. Oh, you're telling me Wolverine is the greatest badass in the universe? Yeah, I guess in 40K he might be as strong as this unknown sergeant with Lightning claws.

Honestly, keep in mind I Haven't played in over a decade, the fluff and the miniatures keep it always in the back of my mind. I can't speak to the game, and won't, but playing other games I can never quite satisfy the desire for naming all my squads and characters and coming up with an army background that feels at least slightly different from someone else's.

Does that count as "good stuff"?

Fluff, the game is ok, just playable enough for me

But the Fluff is very cool, not always good, but always cool haha

Strengths:

1. GW's player base. Its still the biggest around, though not as big as its hey-day.
2. Modeller's paradise. Aesthetics aside, the sheer number of combinations possible from their kits is staggering.

I have to disagree that GW's background is a strength. It once was, but these days, I feel that the development team just set the "epic" and "grimdark" dials to 11 and left them there. I feel that instead of enriching the lore and the background, they've strip mined it. This already started to happen in 3rd Edition with the Index Astartes, and just snowballed as the Black Library wrung every drop of revenue out of every skirmish, galaxy scale or codex footnote into a full novel. GW has turned many previously mythic figures into horrible Mary Sues and just as many into hapless Worfs, so that their Mary Sues can be made to be more epic. I miss the days when things weren't so fleshed out and the mythic heroes of 40k were just footnotes in the lore. Mysterious but given a towering reputation.