In my opinion WFB lost a lot of its spirit, when they've transitioned from 6th to 7th. Look at the Ogres. They used to be a bunch of eastern badasses, and suddendly they've begun riding beasts from World of Warcraft. What about the undead, and their complete change of tone (Lahmian Coven Throne, bleh) and Wood Elves, who have decided that their Treemen are not "men" enough. So they've made them look humanoid to the extreme.
Don't even get me started on the Empire. Demigryphs, magical battle altars, monkey-faced soldiers without shoes and... well, badly written books. Art style changed from gritty and semi-realistic, to "we fight daemons all the time!". Lore went to shitter (dwarfs destroying an imperial castle, because they have been payed 2 coins short...).
GW wanted WFB to be like 40K and killed it in the process. Now look at 40K - they're doing the exact, same thing. Horrible art style, with those weird, ornamental edges. Even Guardsmen have those now. Pushing huge kits at every opportunity. First the Knights, now we'll be getting plastic Thunderhawks. A friggin' PRIMARCH can be used in the games of 40K, which at its core was a setting about myths, half truths and legends who were never destined to return. It's like the creators don't now their own lore.
Yeah... WTF GW indeed.