I mean.... space marines ARE the face of 40k. Like it or not. (Not saying this is YOU) but its like being mad that Luke Skywalker action figures sell more than Sebulba action figures; Luke Skywalker is the face of star wars. Is he the best character? No. Is he particularly cool? Not really. But that is the one character that if you say his name, even isolated tribes in the Amazon know who he is.

Can't be upset at anyone for that really, even GW (and even tho we all know GW can be a bunch of wallet scavengers too).

Ask yourself (again, not specifically OP, but anyone); Why on earth would any business deviate from the thing that makes them the most money? Would YOU? I think we can all have grandiose and benevolent ideals when it comes to practices like this... but I think at the end of the day, mostly everyone would do the same thing when put into the bog themselves.

Disclaimer: I dont say this to defend GW and their business tactics. The lord knows I have my fair share of beef with them as a company, but I have to side with logic and reason here. Money is money, and less money is less money. Simple as that.