Have to look beyond that. GW has it's own community.
Parents, and in particular grand parents (in my experience anyway) are mad for it, precisely because it's not a computer game! Any given war game is educational. They require good reading stamina, basic arithmetic, and encourage good social skills. Then you have the artistic side. Sure some parents couldn't care less, but a good proportion actively join in. The painting side can easily become a family activity. I've had entire families in at once for painting lessons. Very few hobbies offer this. Quality family time for relatively minor investment. There's parents out there buying Black Library books for bed time stories! Some even buy two copies so they can read along.
Now I am not saying this is universal, but where some see pricey models, others see family bonding with facets to please all!