They've failed to realize that WWII is so far in the past now that their plays for sympathy with "muh hall of cost" just don't work anymore and so people are able to see through the lies and not be blinded by emotion.
40k itself is a franchise built on a setting, lore and goodwill of people who haven't worked for Games Workshop for decades.
Ain't that the truth. I got out when the awesome eldritch horror got turned into Space Egyptians because I could tell then that things were pivoting in a shitty direction and everything I've seen when I've checked back since has vindicated my choice.
Plus it's clear the books themselves are never going to be finished so there's no reason to care about the setting at all. There are far better grimdark fantasies out there made by people who can actually come up with a satisfying conclusion and are willing to actually write it. You have to be realistic.
Yes, and that's why the specifying of the non-religious ones is so good. It strips away the shield of "oh those are just the backwards orthodox/fundamentalist/whatever ones" and exposes the entire damned group as behaving the same regardless of piety.
And yet you haven't actually said they're wrong. How interesting.