I had the same thought. In high school around the turn of the millenium the warhammerers either got a few injections per year to their collections, as presents from relatives or from saved up allowances, unless they made a small business out of painting and selling figures.

Ten-fifteen years later they've started making big monies compared to a kid, and nostalgia is a powerful marketing tool.

Once the iPad generations take over I suspect Games Workshop will have it tougher.