GW must want, as a company, to win the hearts and minds. It isn't happening in the places I have been going to recently 'kids' without cash are playing card based games, token games, and proxy whatever for whatevre. In this environment I don't see young people really committing to and therefore investining in 40K. The Asian economies are huge markets too(not just Japan). In my opinion GW needs to maintain cheap options in their range such as Black Reach etc to attract young players. More than just a single box kids can splitit and play for the summer/winter holidays etc. Then after they are into it they can then expand into the more expensive model ranges. Moreover, it is a game that happens in the minds / psyches of players. Therefore it is important to not only make up profits from targetting the' middle class' or even 'rich' player who is possibly middle age o ryoung and well emplyed with disposable income. A long term increase in sales and growing player base can be encouraged and maintained, in part, by allowing access to a cheapish option. I don't mean ebay. I mean a new box set inteh Xmass stocking type product that even us established gamers can drop on people and moms and dads alike are able to go to the glitzy GW site and say hay I can affor that. Even some people I work with that will play with my toys say to me OH my gosh how do you afford all this stuff, it is so expensive! When I was younger living in Australia the prices kept me out of the hobby for a decade, so I played 1/72 cheap stuff. Now I'm one of the lucky ones. All that said - It is a really good point that cheap starter set packages (more than 2 factions) such as the ork v marines / nyds v guard / necron v wolves or what ever that have little fluff books to encourage interest a rules set and some cool models with a special character, so the player can think that cool one there that is me. Remember kids have endless imagination for playing games with limited financial resources. GW think community! That is the answer just think community and secure it as one for young and old. Get ya smarts out and provide a range with a price range for all.
It seems that they saw an incerease in FW popularity and a(relative decreas in the amount growth) in GW and have gone that route. all ba.d, but I would encourage a little imagination in marketting right now. Now is the time GW. Conceptualise the future of the hobby include the young or they will just play the video games only.