X-wing has seemed to lure in a lot of traditional board gamers and other types which are not used to how expensive miniature games are. It is still a minis game and one of the cheapest options. You are looking at $300-$500 for Warmachine/Hordes for a standard tournament sized army. 40K is 50% more than that. X-Wing with an epic sized force can vary greatly in price, but on the low end runs $150 retail. And skirmish is even less. And that is before factoring in the painting costs you don't have with x-wing.Just going to put this out there but the rulebook for warhammer 40k is $90. if FFG was money hungry, they could easily make players pay for the rules to play above the core set as well.
Great points. I think this is part of the problem is that some interpret it as a board game and it really isn't.