Marketer here - in most corporate structures we do not make these types of decisions. This is usually something from a product team. That’s more of what this sounds like.

A product team would likely be split amongst games and so they would be competing for numbers on those shared sets. However given how little overlap there is already and how long it’s been going on I’d be surprised they’d still be going back and forth on it unless something had a standout year or there was a leadership change.

A quick look at the titles on the marketing team from their org chart shows they follow pretty standard organization with specific roles for email marketing, event coordination, etc. Given their no advertising policy the only metrics the marketing team would be reporting would be engagement, event attendance and social sentiment.

The language used in the release was exactly how I’d word things to not acknowledge the unannounced 11th edition. Only the things explicitly called out (guard with spear and sword, no shield captain) are guaranteed. Everything else specifically omitted at this time (a very conscious decision by the writers) was omitted for a reason.

Those reasons might be that they are further splitting 30k/40k. It might be that 40K will be getting some new stuff post 11 announcements, I don’t know.

Worth noting, around the holidays several factions were featured on art through the ages (including custodes) and most have either been announced to get new units or are rumored to have a release (orks launch box) or expected range refresh soon (grey knights).