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So for a start, a lot of the player base will already be 40K players, or will be starting 40K at the same time as, or not long after starting kill team if they are newbies.
If you already have, or you are already in the process of building a 40K force, variety for your kill team shouldn’t be a problem. For instance, I will probably buy the Astartes kill team expansion as it’s a nice way to get some extra Reivers along with some tokens and cards and terrain for kill team, but I already have plenty of intercessors, tactical marines and scouts to add.
I admit, it would be nice for GW to offer single miniatures for people who want to expand their kill team, but don’t want to get into 40K, so don’t have reason to buy full squads.
But that wouldn’t make much sense as a business model would it? The whole point is to get people playing 40K.
Even so, if someone really doesn’t want to, it won’t be hard to buy individual models or smaller numbers on sprues in the secondary market I imagine.