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I feel like I always have to ask this question when people propose highlander style restrictions, but do unit variants count as duplicates? I play IG, so Russes have a bunch of variants, as do hellhounds. Does a Punisher count as a different unit than a Demolisher? Why or why not? It seems like you're okay with it as your example had two different types of terminators.

Either way, it seems totally at odds to want a fluffy campaign, then heavily restrict players to make lists that are not necessarily fluffy. If you're running a campaign for a bunch of players, I'd wager you either know them decently well already, or the group will be small enough to be managed on a case by case scenario. Rather than instituting bans that run counter to your intentions, just work with each player individually to ensure the lists aren't crazy over the top. If you want them to be their general, let them be a general and make the decisions they want, rather than forcing them through dubious fluff justifications.