I think a valid part of the argument when it comes to
FW is that many of the products they make are not advertised as heavily as
GW core products are. So you can say that if people don't buy the products should be discontinued, but if the company itself isn't making the customers aware that the products exist in the first place then, well, honestly that's on the company!
GW could already make
FW infinitely more popular just by printing the rules in the core Battletomes/Codex (apparently many of the rules for
FW models are now being done by the core rules teams for
GW). Putting the models up into more articles on their community sites and mention in the White Dwarf would also help tremendously.
I guess there's a bit of an issue with scale; if
GW were to push
FW as hard as they push their regular models then
FW might well need investment to scale up its production to meet a higher level of demand than they currently get. But I get the general feeling that
FW is a ship without a captain at the helm and that its being somewhat pulled apart through internal politics* of
GW. This isn't helped by complicating the matter with the specialist games which are doing really really well and thus eating up more
FW time.
*you can see this in how
FW has apparently got lumped with some very beginner or dubious style painters for their models. Everyone has to start somewhere, but when your advertising your models and you've got the "Evy Metal Team" as your paid employees then it seems odd that your luxury resin model line gets the bottom end of the painting quality now and then.