3. A new codex every couple of years might not be so bad if they weren't $50 base. If Orks get an update in a couple of years, here's what becomes obsolete:
Codex $50
Waaagh! Ghazghkull $50
White Dwarf (21?) $4
Red Waaagh! Ork formations $50
Hour of the Wolf formations $50
Stormclaw character
Let's be generous and leave out the campaign books and say, "Hey, you can still use them for Planetstrike" (oh, except that's available as a $17 download). Still over $100 of rules gone after just two years. Which is what Eldar players went through. And Knight players are already paying $41 more for a new codex. And the core rulebook is $85. Pulling $50 or more out of us every couple of years is not cool. Also, the more factions they release, the harder it'll be to redo the rules that fast. There's nearly 20 factions/subfactions already, not counting digital stuff or upcoming stuff, and not even taking into account supplements like Waaagh! Ghazghkull or Champions of Fenris. Toss in Genestealer Cults, full AdMech, make a Sisters codex, a Deathwatch codex, an Inquisition codex, before you even consider the idea of stuff like Tzeentch Daemonkin, and you're about to hit 24 factions, which will mean that on a two year "refresh" cycle it's at least one 40K army per month getting a new codex, something that can't be feasible if Warhammer gets relaunched successfully. And at some point, that'll become very unprofitable for GW, because it'll drive players to give up buying the books and they'll just "borrow" them more often, leaving GW not just with a lot of unsold books (which get destroyed), but also new books that aren't selling.