Why Warhammer Will Replace Star Wars Sooner Than You Think 

It would be great if it's rated R

One of the highlights in 40k is good and evil is not a faction but a choice for each individual. Another be there no singular story line. Star wars has the Skywalker legacy. Almost every(current) lore of Star wars comes in contact with Skywalkers. Despite having a massive universe. Most story plots focus on this one tree with many branches. 40k has a bit of a main tree but it is a tree in a massive forest with new trees growing every year. New characters and events with most never coming into contact with one another. This made the galaxy feel massive. There is just not one warfront but hundreds. Each with their own cast of character and story. Their own definition of right and wrong. In hopes. That's when more mainstream media of 40k comes out. They will keep the ability of just making the storyline from multiple points of view with multiple settings and not be tied down like Star wars.