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I generally leave the job of dishing out damage for vehicles, veterans, etc. I have found that basic infantry squads and conscripts excel at:
a) holding objectives
b) tarpitting (or speedbumping) scary CC deathstars, and
c) catching bullets/human cover saves
Yep, you usually want to have a commissar or priest attached to a big blobs to make them hard to shift, but why sink lots of points into guys who honestly won't rack up that many casualties? If you can get a rapidfire FRFSRF off, terrific, but that doesn't require 100 points (equal to 2 more infantry squads or 25 conscripts and a priest) of power axes and melta bombs to do. Just bodies and a command squad. Now, I will admit that if upgrades start making your blob scary enough that your enemy starts focusing weapons that direction rather than towards your Emperor's Wrath Artillery Company etc., then the psychological value of those upgrades and keeping your vehicles alive makes up for the cost.
tl;dr I go for leadership/morale upgrades, rather than worry about damage output. I think that whole unit cover/invul saves would be worth it too, for sufficiently large blobs.
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