... Because they priced themselves out of the market. People have been telling them it was coming for years. It finally happened. I would continue buying a box of 10 infantry for £12, ... £15, ... maybe £16, ... maybe £18 if I REALLY wanted them. £20, nah, ... £25, no way bro, £30, now you're are just making me weep, ... £35, Holy Cow Batman, ...
GW Pricing Policy is what killed Warhammer.
Now we have Sigmarines at £30 for 5. I am would be truly stunned if there are enough people willing to pay this much for 5 plastic infantry figures (even if they are on big bases - gasp !!!) for this approach to be any more successful than DeadHammer.
Shame really.