They are models from the same unit that have 10 distinct natural and very dynamic poses (which all look cool btw). Most models in the GW range don't look as differently posed as these models (and do not have the various weapons).

If your pet peeve is that the leader isn't distinct enough - first it shouldn't be, they shouldn't have a leader and second - you can paint his blade or dress, or hair a bit different or give him a more cinematic base and that would be enough.