Hopefully Warhammer recognizes the grift. It's always the same pattern. IP has a STRONG core audience, virtually all dudes. This audience is enough to propel an IP to pretty significant highs and there is a bleed-over effect when a good story, a male actor popular with the ladies, and flashy visuals launch it to the stratosphere. THEN the grifters come, claiming that the IP, in its pure state, is disenfranchising to some niche segment and WOW wouldn't it be great if it could grow? They use phrases like "I've always loved the IP but could never see MYSELF in it, let's change that!". Marketers suggest that the audience has peaked and the law of perpetual growth requires the IP to attempt to win over an audience that doesn't really exist, but hey, I'm sure women and theater majors will just love giant war machines if we paint them in pastel colors and have grumpy shaved head androgynous beings as pilots, right?
Then we begin the pillage and sacking of the IP until the core audience turns away in disgust, the grifters move on to their next carcass, and the original holders of the IP are left looking around, befuddled, wondering WTF just happened to their property that seemed so successful.