Maybe it helps them get a leg up against the 'up and comers'? Like mantic (with Kings of War) or warmachines and hordes?

GW obviously can't compete with the cheap price or balance of KOW - but they can overshadow KOW with pretty books, deep lore and variety of options (magic items/ect).

GW is probably just becoming slightly more 'niche' in the market that it has previously just dominated.

This is just a theory, I already see several holes in it so I'm just throwing it out as a random idea.