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The facts are pretty clear-cut, if rank and file square bases made money then AoS wouldn't have come out, instead GW moved to balance the armies and bring every "army book" to similar levels of strength, they allow customizing your forces to be much simpler, they're making it easier for consumers to have the product conform to them (you can just buy whatever models you want and play with them, nothing says you need a whole army just because you like the look of this one unit), they allow the game to scale much smaller than before, which combines with the last part to allow players to slowly grow new armies one box at a time, they allow old armies to be modified in the same way (buying and using single boxes at a time).
The question is why didn't it make money? As I have pointed out in other posts, it wasn't so long ago that that the champions of this current edition were singing the PRAISES of 8th Edition Fantasy. You will forgive me if I take that with a grain of salt? What has actually changed? :D
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You say that Americans want the game to conform to them, it does, no longer are you told how you have to play with your toys, but somehow this is more restrictive before and you have to conform to the product?
You missed my point. Americans like rules in our games. We like them standardized. We like the ties that bind. We like plug and play. Believe it or not, we like being told how to play with our toys. :D