Slann
NIGHTBRINGER
Second Spawning
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They could just have said this is what marines look like now and be done with it, but no, they have to have different rules and all that while keeping the old marines on life support while the new marines are literally better in every way, both rules wise and points wise.
But if the new Primaris were nothing more than a model update for the old Space Marines, then people wouldn't be "forced" to buy the new models. All the old Space Marines would be completely viable and many people with complete armies would just go about fielding their existing force. This way, GW made them feel as though they were different and then incentivized people to invest them in with superior rules. As mere replacements the only reason to upgrade would be for aesthetic reasons, but under the "Primaries" guise, there is both an aesthetic and gaming reason to take the plunge and buy the models.
It was a brilliant financially driven strategy by GW. Crappy for players, but good for GW's bottom line.