Yeah, to GWS it's the opposite problem they used to have. Before there was so much creative control that you needed a big studio like THQ spending 2 years working on the game because GWS wanted itself presented in the best possible light.
Fast forward to now and they're less concerned about every game portraying 40k in the best possible light, and more concerned about multiple licensing deals padding out their quarterlies.
But I think they're starting to reap what they've sown. Armageddon, Mordheim (technically fantasy but still in the same licensening universe), Inquisitor Martyr...while not BAD games they're not GREAT games like the Dawn of War series, and so gamers who look to 40k games are starting to get gunshy. For every really quality 40k game made (Battlefleet Gothic is dialed to the 9s), it seems like there's two to three subpar games (Mechanicus, Titanicus immediately come to mind) out as well. To the discerning 40k fan, they will sort the wheat from the chaff even though they wish it was all wheat.....but for average gamer who doesn't know much or anything about 40k, they might grab one of these lesser titles and decide that most things with 40k label are going to be like it, and aren't going to open their pocketbooks again.
I feel like there's room for all kinds of 40k games out there, from cheap indie games to mobile to big AAA games.....but it seems like lately all we've gotten is the former two, and the latter have disappeared. Without a big studio with big money to gamble, we'll keep getting these truncated, unfleshed out experiences.
Maybe the new Cyanide Space Hulk game will feel really fleshed out, because Cyanide has the resources to do something like that. But so far I'm not holding my breath. As gorgeous as Space Hulk:Deathwing is, and for how much it clearly loves 40k canon, a lot of gameplay felt like a big ol missed opportunity. Like, devs spend 70% of their effort and money on the visuals and the voice acting, and the remaining 30% is just some uninspired generic gear or leveling grind.