Chadwick's description of WH tournie scene is also exactly what happened to Warmachine
if you aren't playing that game with objectives, you're not really playing the game at all
and now we have Armada, which is packaged with objectives as part of list building
Objectives add a ton of variety both to gameplay and the models the appear in games because you have to balance "kill ****!" with playing the scenario, giving you far more approaches to victory and therefore new scenarios in which lesser used models can be put to work
I'm not at all certain how objectives would end up working in X-wing, but if introduced properly by FFG (a company which does seem to deserve a measure of faith) it could well revolutionize the game for the better
Of course, I have no idea how they'd go about introducing scenarios for X-wing since it does not seem that the game was designed with them in mind