For all the boasting and pandering of these, "other games," and how they're, "taking over," GW still moves more product here than all the competitors combined.

Also note how GW has released analytics saying that most purchases come from a wargamers first 18 months in the hobby. How little WHFB sold before and during the end times. Now explain to me why GW owes anything to these supposed "die-hard-Caitsidhe fans" who weren't profitable consumers.

The facts are pretty clear-cut, if rank and file square bases made money then AoS wouldn't have come out, instead GW moved to balance the armies and bring every "army book" to similar levels of strength, they allow customizing your forces to be much simpler, they're making it easier for consumers to have the product conform to them (you can just buy whatever models you want and play with them, nothing says you need a whole army just because you like the look of this one unit), they allow the game to scale much smaller than before, which combines with the last part to allow players to slowly grow new armies one box at a time, they allow old armies to be modified in the same way (buying and using single boxes at a time).

You say that Americans want the game to conform to them, it does, no longer are you told how you have to play with your toys, but somehow this is more restrictive before and you have to conform to the product?