Some tasty excerpts:
You may have walked past one of the hundreds of Games Workshops on the High Street. You may even have wandered in, especially if you are a teenage boy or the parent of one.
...The whole aesthetic is, as Andrew Ruddick puts it "very masculine". But the appeal is its epic scale, says Warhammer fan and Marvel X-Men comic writer, Kieron Gillen. "It's a hilariously OTT maximalist universe at an operatic pitch. There are some people who think less is more. Warhammer, conversely, believes that more is always more."
Gillen contrasts Warhammer 40K to role-playing fantasy gaming like the online World of Warcraft (the modern equivalent of Dungeons and Dragons). "In Warcraft it's made so there are no bad guys. In Warhammer there are no good guys. They're all bad. It's a universe that's simultaneously nihilistic and joyous. It's incredibly British in that way."
...Games Workshop's executives say they don't do media interviews, preferring to focus on their hobbyists. But CEO Mark Wells e-mails me about the claim of price exploitation. "That would go against everything we stand for. It's just not in our nature," he writes.
~So, fair shake? Have at it folks.