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Looking through the Battlescribe Data for IA10, there is a lot of nice, not OTT stuff here that adds tonnes of character to Marine armies!
Don't think about this book as yet MORE toys for marines but rather, using some of these things force you to not use formations (Lovely for a casual game) and take a CAD. I mean, Chaplain Dreadnoughts? A Salamanders captain? Characodons squad? All these things can add so much character to an army, that it made me think about starting a thing in Proposed Rules called 'Casual (Beer'n'Pretzels) 40k'

Condensed, it would contain:
-No SHV/SHW/GMC's
-2 Flyer maximum, but if you bring a flyer, your opponent must have something with skyfire because trying to take down a Stormtalon with guardians wont go down well.
-MUST TAKE A CAD, no formations.
-No more than one allied detachment
-Battle Brothers for Imperium=Allies of Convenience unless you are drawing from the same rules source (I.E Ultramarines Primary, Imperial Fists Secondary, both from Codex Space Marines, codex supplements count as a sources (Farsight, Ghaz, Black Legion, Crimson Slaughter), Campaign books that had stuff folded into the main dex (ala space wolves) are allowed, but for anything not folded into a main dex (supplements are not included) it counts as a separate source., I'll publish a full list of armies that can do this. Officio Assassinorum, Deathwatch and other WD exclusive factions are counted as a source. Imperial Armour is counted as a source. FEAR NOT, LEGIONARIES, THE CRUSADE LIST AND A SINGLE HH BOOK OF YOUR CHOICE (UNLESS YOU PLAY SHATTERED LEGIONS) ARE COUNTED AS A SINGLE SOURCE!
-1 Dataslate tops. Belakor does not count as a dataslate as he has rules published in a Campaign Book (Defined as a rule source)
-1500 points maximum.
-Maximum two MC's per army (Unless you are 'nids, who mostly have MC's, I'd like to know what you think a reasonable number for nids would be!)
-If you roll a Warlord Trait that is useless for your current mission (That one blood angels trait that concerns objectives I'm looking at you), you may re-roll for a different one that isn't that result (If I get it again, I keep rerolling until I don't get it.)

What do you think of these rules? It eliminates most of the problems with many armies bar a couple who can still do very well even in a CAD, but it does prevent Parking Lot Gladius, Suit rental Cadres and other Deathstar shenanigans that plague 40k at the moment.

It may be more rules, but, it looks to me as though it would work! Thankfully though, many of my friends at my local game only club generally use rules like this but it more or less goes without saying.
Let's bring playing 40k back to the reason we actually play it, THE NARRATIVE WE ARE TOLD TO FORGE!

Two MCs per army is a pointless handicap - Deamons basically run on monstrous creatures.

IMO casual games are for running fun and strange lists (not OP/min-max just taking strange combinations). I don't personally think putting more restrictions to the game makes it casual.
Although your last point on re-rolling warlord traits is fine but that is because it shows a relaxing of the rules rather than a tightening.