Well I do like painting GW models a lot. I just hate it when I "have" to do it en masse. Don't really play it anymore due to time constraints.
Big selling points for Armada and X-Wing in my opinion?
1. Easy startup. Roll the mat. Chuck the 'roids on the table. Deploy ships. GO!
2. Streamlined rules and intuitive gameplay.
3. Game time is reasonable.
4. Pre-paints. They look ok ("tabletop quality")
5. Price. As 40k gamer these are more than reasonable. (Necrons, Blood Angels, Realm of Battle gaming table, scenery, bucketload of paints and tools, airbrush etc etc...)
The vibrant colours and really awesome paintjobs are not really realistic to ask for in Star Wars setting due to price and artistic style.
Calling Armada and X-Wing a miniature game is a bit of a stretch because basically the relevant parts are the bases and templates, not the miniatures themselves. But I do have FUN when I play these games. And because they are so easy to setup I get a lot of game time too which translates directly into more fun!
Late night ramble.
Hold on there Hoss. LOL you're saying that just because I keep the stats on the stand for my miniature that this isn't a miniature game? That is a fairly narrow definition.
I've played several miniature games and while several are far more complex and many don't count damage (all or nothing for the unit) there is all kinds of in between. Suppressed, 1/2 fire, 1/2 strength, etc... This miniature game just happens to keeps the stats and track damage on cards and the figures itself. This one just isn't as complex as some.

