For whatever reason, Games Workshop (and there are several workable theories) is just throwing new books out helter skelter. The books aren't really new, anymore than 7th Edition was new. In most cases, they have simply cut up 6th Edition books to break parts of them into supplements and added a little bit of data that we would have though of as a Faq or Errata in the past. By in large our game company which claims it is a model company has put out more new books than models. They seem well on their way to being a publishing house.
In fairness, we did ask them to accelerate their release of books. Of course, what we (the consumers and players) had in mind was each codex being a single book and all released the same year to year and a half because they had been written and balanced against one another. What Games Workshop has in mind is something quite different. It is part rerelease everything so their unique names can be branded and establish the IPs they can defend, see if we are willing to pay 2-3 times as much for our Codex (now broken into multiple books), and effectively try to drive up the size of games. They are failing to understand certain things.
New names won't solve their problem. The people making after market product for them will not be stopped by this tactic. Now that legal cases have been fought the after market competitors know exactly how they can word things and be 100% legal. More to the point, in our niche market nobody is really confused about what models go with which set with or without names. Spamming us with books (still not balanced against one another) which are nothing more than breaking existing books up into multiple books and making minor changes merely increases the likelyhood that people will get them from other than ethical sources. It will not drive up the average point size of games in the United States because spamming rules only makes it all that more certain that event organizers will opt for lower point games and limited sources. In short, this is having the opposite effect that they wanted.