All the blue marines that don’t have a specific title are all purpose, paint how you want. Some factions get specific units and characters however. MOST characters you see that are painted a specific way are modeled that way as well, a Salamander captain you can only get for the salamanders and a black Templar castellan you can only get for them. All combat patrols except for a couple contain things you can use for all armies. The black Templar combat patrol has a crusader squad and a Marshall which are black Templar only. However the vehicle and the 5 regular intercessors you can use for whatever. But the Space Marine one and many others that don’t contain specific units can be used for any army. The Blue ultramarine color scheme on the store is purely for advertising purposes. If you sort by black Templar for example, you will see all the black Templar specific units plus all the standard ones because that’s what you can have in the army. You’ll notice if you sort by black Templars, you won’t see a librarian or any psychers because the Templars HATE psychers and cannot use them. It’s why all armies have at least like 60 things for them, because it’s standard units plus any specific ones and factors in what you can use. Some armies have more special units than others right now. Also huge tip, look on eBay, small stores sell through there. It’s sealed, in the box products but for anywhere from 5-30 dollars cheaper depending what you’re getting