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Makes me think of Budweiser. Tried to reach a new customer base, instead of being content at being the most popular in the market, and they managed to piss off their current demographic, making a significant portion leave and never come back.
Its much worse than Budweiser. Those are consumable products, so you technically need to continue giving them money indefinitely to recieve the "service."
Warhammer and other hobbies are one and done. Once you've got your figures and a rule book you basically never need to give them a dollar again. They need to draw you back with newer and cooler things to keep the money flowing.