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I found a new, still in the box, everything is on the sprue, AoBR for sale on Amazon, it has arrived and I am pleased with my new soon to be assembled Ork units. However I now also have a small force of SMs on sprues sitting in my work area. Should I sell them, paint them up as Ultramarines, paint them up as some other SM Chapter, or try and use them as bait to recruit a friend to the addiction that is WH40K?

For the middle two, do you even want a small army of space marines? It'll be a change of pace from painting Orks, so you can try different techniques and colours, but you could equally sell them and get monies for Ork units you'll use more often. Will they sit there, never used making you wish you'd sold them, or will you look at them and think "yeah, they were fun to paint, and now I've got a second army I can use when I'm feeling in need of a change / need a second army for a demo game / etc."

If you do keep them, there's nothing that means they have to be Ultras - you can easily paint them as whatever chapter piques your fancy, or invent your own Sucessor Chapter so you can change chapter tactics between games. From memory, they come with tactical arrows molded onto the shoulder pads? Some chapters (Dark Angels) use a different symbol, but even then there's nothing stopping you (it's more of a guideline than a rule IIRC).

As for selling them, the units are a Captain, a Tac squad, some shooty Termis and a Dreadnought yes? Due to the popularity of Battle Companies at the moment, you'll have no issue offloading the Captain and Tacs, and due to a melee buff (and being the only way to get a multimelta outside of FW) the Dread should sell too. The only difficulty will be the Terminators, as their not terribly effective and come with less options (i.e. none) compared to the standard box.

As for recruitment, it might work, as long as the friend is interested in SM - there are many many factions in 40k, and not everyone will gravitate towards SM.

At the end of the day, there's no right or wrong answer we can give you.

Quanar, you have actually given me a solid answer. For now I have much to think on, a few friends to talk to, and an army of Orks to finish. Afterwards, assuming I haven't already given away/sold my small SM force, I'll revisit those sprues and decide their fate. I have noticed the Captain seems to be unique to the AoBR set, at least I can't find one like him on the GW and FW websites, so that gives the whole set a slight boost for me. I chose Orks, obviously I like unique.