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If a person were truly neutral about where to start, I would steer him or her directly to the basic start sets. They're the best value for the money, and include enough stuff to play at least stripped down versions of the actual game.

I think picking an army based on lore or aesthetics makes sense if those are the aspects of the hobby they like the most. If they want to play competitively, you may want to figure out their preferred play style and steer them.