GW will always GW but they're not stupid enough to chase after those people.

It has actually been kind of shocking to witness. They have been getting hit with all of the usual request for "We want female Space Marines", and they have actually had the stones to tell those people "Just play Sisters of Battle, you dumb nerds! They are literally the same thing stat wise."

And most of their lore has continued to be interesting without even trying to shy away from the grimdark elements of the older lore, except for a handful of situations where they went "Ok, maybe the Daemonculaba was a bit too far."