I think they need to do something (although I doubt they will). I've been lurking around my FLGS lately as I'm still on the fence about actually getting back into 40k. While I was there, someone was doing a demo of Warmachines/Hordes and I decided to watch as I've only heard about that game. Meanwhile there was a 40k game going on at the table behind the demo (Tau vs. Chaos).
What I noticed was the guys playing 40k didn't seem to be having fun or having a good time. It was all "serious business" without joking or laughing or any real socializing. The Warmahordes game was a lot more laid back and casual, with more friendly banter and seemed to have a lot more tactics than 40ks stack the deck and hope you roll well approach.
I'm not sure if it's just the "pick up game" mentality but this isn't the first time I've seen 40k players seem to not really be enjoying themselves - I've seen it almost as far as I've played GW games that people seem to want to get things over with instead of actually enjoy the game.
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