I do question this business model, too...
If they sculpt and manufacture these great models, why make them limited?
I wonder if the expense of making the sprues has gone down do much that they can make a new limited box like this every year or so, sell out of them quickly, and just move on. If the profit is there, I guess it works!
I did like when the starter marines were usable as any chapter, but that's my bias
These are all great models, but limited stuff just irritates me... Though I am interested to see GW is al least trying to change. Now if only they would make the mini rulebook cheap and readily available to get people playing!