I jumped in on AoS before the General's Handbook (so in effect, all lists were legal), but if I get back into playing I'm considering a hybrid approach to list building that merges the point balance of GH with the "field whatever you want" spirit of AoS originally. I'd ignore the force organisation chart (or whatever it is called now) saying X heroes, Y battleline units, but use the points from GH (although I'd allow people to work out points per model instead of buying in groups of 5/10/etc, otherwise it is impossible to build chaos units in multiples of a god's number!). As long as you're playing in the right company it would provide even forces on either sides while still allowing armies built around theme or a modelling idea. Case in point, I couldn't do my planned Rotbringer's army under the GH since taking the soul grinder means I can't treat the Blight Kings as my mandatory batteline units.
I care virtually nothing about wins/losses as long as I have a good time, and what better way than two roughly equal forces that are beautifully modeled/painted? I have no interest in playing against whatever meta build is currently the strongest.