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In a way we need to take a step back from seeing the HH box as a “bargain”. Over the years we’ve become so accustomed to high GW prices that we’re starting to see a “starter box” for £200 as “value”. We have to remember that very important phrase here is “starter box” (or rather it’s the first steps down a very expensive rabbit hole). For that £200 you could buy a new washing machine or big screen tv (ok, not a great one but still) rather than some sprues of plastic (to give you an idea of how much profit margin there is in GW plastic). Ok, it’s a hobby and hobby supplies cost. But when you look at what that very same £200 can buy you in historicals or even just other “sci-fi” plastics it’s a LOT more (why you could buy 10 boxes of Perry plastics and get about 420-480 28mm figures).
…or finally that £200 is well on the way to buying your first 3D printer 😀