@RandomMarine "Some men just want to watch the world burn". But seriously, in game design there are several different types of player (Timmy, Jimmy, and Spike. Google it, it is worth a read.). And one of those player types (Spike) is more lovingly known as the WAAC player (Win At All Costs). WAACs love 40K. Why? Because GW makes bad rules, and these bad rules are often written to support the purchase of certain models. In other words, in 40K you can pay to win. Spike can run three riptides and a metric ton of Eldar Scatterdoom bikes in an 1850 tournament and stomp faces all the way to the final table. He is not there to make friends. He is not there to forge a narrative.
Unless of course that narrative is them winning and feeling really smug about it.
We all know that guy/gal. We all have played them in the past and walked away annoyed. And that guy/gal does not care about the lore. But they do spend money. Because they will always have to have the new broken hotness, even if it means selling blood to get it.