Overall, I get that business expenses go up and if a company wants to keep its profit levels it has to make changes to adjust for the increased expenses. However, eroding away your current sources of income (current players/collectors) while reducing new sources of income (new players/collectors) is not an effective long term strategy for keeping your company going. Maybe GW has some grant master plan that I can't see but right now it looks like they are running their company into the ground. Maybe I'm just hitting the gaming stores in my area at the wrong time but more and more I'm seeing tables being used for other games beside Warhammer and 40K. And when folks I know that have been playing and collecting for 20+ years are selling off their collections and going to other games it is not a good sign. Maybe 6th edition will be so awesome it draws folks back in despite the cost increase, we'll just have to wait and see.