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The painting guides in WH: Conquest is advising people to use potted base paints, eg Death Guard green as, in effect, a primer.

Why is this? After years of being told to use a proper primer, and with rattle can Base coats being used as a primer, is it all just a waste of time? Or doesn't the coloured plastic (ie not grey) which the WH:C models are made from not need a primer? Or is it just the want new players to slap on some colourful paint asap so as to see progress with their new models?

i think its for the target audience. A younger kid isnt going to have access or know how to use rattlecan primers. Its just showing them as easy way to get some paint on their models. the simple fact is for the best results I'd argue you need to prime the model. I'm not sure how the coloured plastics are in terms of paint gripping, but the colour makes me think paint probably wont grip that well.