Editing Games Workshop (section)

===Learning The Wrong Lessons===
Despite the Specialist Games being massively popular, Kirby had expanded Games Workshop incredibly fast into unknown markets and as a result a massive amount of Gorkamorka sets in French, Spanish, and Italian were left unsold while English demand was high. Games Workshop was left almost on the verge of bankruptcy, causing a new sales philosophy to be decided upon. Rather than one based on restraint and market research as one would expect, the new direction was "only sure things, minimize risk". Suddenly, the irony of the 40k setting was dropped. The Imperium suddenly WAS the heroes, and Chaos was the evil that always wins in the end rather than these things being the punchline at the end of a sarcastic joke.

One of Bryan's policies for the company was that the production studio and creative minds must always be kept in charge of marketing or the company would die. Kirby, after Gorkamorka, decided the opposite was true. Given today's hindsight it turns out Bryan was right and this was one of many of Kirby's bad decisions.

Plans were made to phase out all of the Specialist Games, and over the next few years the only things available were simply unsold stock. An excuse was made for the first, Man O'War, that the molds had broken and somehow couldn't be fixed (bullshit for many reasons). The rest were quietly and unceremoniously dumped while all references to them were dropped as well.

Sometime in the run-up to ''Third Edition'', it was decided that models should switch from toddler-murdering lead to safe, pointy pewter (or "white metal" as the industry (not just GW) insisted on calling it). This led to a 25% cross-board increase in all metal mini costs, even those ordered through Citadel's back catalog (because those figures from their back catalogue were cast up, when ordered, in the new white metal). At this point, it seemed something clicked in the heads of GW's management; they had just made a ton more money without actually doing anything. Perhaps they could do that again.

''Third Edition'' 40K came out in 1998 and Warhammer Fantasy Battles 6th Edition (featuring Orcs VS Empire, and the last edition to come with paper scenery) came in 2000, both reducing the dominance of single munchkin characters in favour of large armies, conveniently meaning players had to buy far more models. Then along came the fucking screw-tops, and proof that any pretense of caring about the customer had been cast aside.