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Generally I think they write like a pack of over-excited 12 year olds going "wouldn't it be cool if..."
I also think their in-house testing is super non-competitive, and they just don't see blatantly overpowered stuff like liquifiers plus dark technomancer in the DE codex because, despite creating the combo with the "wouldn't it be cool if" mentality, they then only take one in a list instead of cramming in as many as will fit in a 2000 point army.
That said, there have definitely been examples where it has been admitted that things have been overpowered or under-costed to drive sales, eg the eldar wraithknight on it's initial release...
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