If that's what they think, then I can only suggest they haven't done their homework.
Ooh, that's interesting. If you have insight into their marketing research and accounting data, what else aren't you telling us? I'd like to know what's in wave 8.
It's only an example. One could just as easily look to Warmachine or Dystopian Wars, both games that release in waves and use cards, but also provide rules in books that are available to purchase. The entire concept of needing to buy model X so that I can add an upgrade to model Y is very strange.You'd think somebody familiar with 40k would have more perspective. How many X-Wing ships could you buy for the combined price of a Land Raider and Rhino?
And that's why you don't understand; you don't need any of it, you want it. If winning is important to you, spend the money.
You seem a little hostile.