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The bundles also serves as a draw for those who are told they can only get one 'thing' for a birthday or Xmas from parents/grandparents

You'd be surprised how many of them will consider a bundle is one thing.

^^^ you have just found the reason for this madness, it's actually a genuine idea on GW's half;

Kids that can only get "one" thing look for a kind of way around it, I know I did, a "one" click bundle is just that thing, in my FLGS all the 9 year olds are with there moms. I remember when once a kid was asking his mom could he get something and he pointed to the megaforce, his mom asked the store clerk if it was small and good for her son, obviously the store clerk lied and said yes and it's "perfect" for a newbie like him.
I had history with this kid and he complains about there being multiple colours for each colour (idiot) can't paint a model and uses a tank brush for EVERYTHING.