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It’s a tough one really. I play GW games and paint their stuff, I also paint and use Footsore minis as well in historical games and in the club I run at the school where I work.
It does seem like GW have been somewhat heavy handed on this but it reminds me of something else we’ve had recently: Andy at Footsore is a great chap and has supported us at school sending a fair few Saga minis our way to get more pupils involved. Excellent for a small company where the financial hit for giving things away would be much more than for the big companies in the field. Meanwhile, GW have sent us their schools alliance kit and its essentially four of the same marine and a couple of AoS chaps along with accompanying articles that are all focused on, ‘buy more stuff, you need more things’.