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Title. I can see the appeal to any other Legions, what with a combination of some historic inspiration (roman for Ultramarines), a specific kind of warfare (siege warfare for Iron Warriors, cavalry for White Scars) and a specific style of warfare (drop assault for Blood Angels, massed charges for World Eaters), but I can literally not see any appeal to the Sons of Horus. They are just those spiky dudes who's supposed to become the big bad. All other Legions have some sense as to why they become servants to Chaos, but Sons of Horus got nothing, really.

Can a fan of the Sons of Horus extrapolate?

Banestrike Rounds
Horus
Reaver Attack Squads
Loken

These are what make SoH/LW Unique (Apart from Banestrike rounds as Alpha Legion have them as well, so they're semi-unique)

I like the green armour and the Eye of Horus symbol. What more do you need?

One would imagine the gutter-trash-raised-to-unstoppable-warrior thing would be a part of it for those who don't like Bats and/or lighting or Wolves.

The brotherhood that the 40k version offers is also somewhat unique, sans [i]maybe[/s] the Thousand Sons.

Also, their black/gold colour scheme is pretty bitchin'.

Finally, since the Black Legion draws from everyone and everything for their crusades, if you want to have a mix of gods or a unit/god combination that wouldn't normally happen, it makes sense in the Legion. Some might say that this allows for easy cherry picking of the most powerful units, but a) It's all Nurgle all the time anyway and b) Chaos doesn't really have any really powerful units, so it doesn't matter.

Their spiky armour looks awesome. Wish all CSM spiky armour was so stylish.