Well if you look at GW's history they have on several occasions gone in different directions and the fans be damned.
GW started of as 3 guys who were gonna make and sell handcrafted backgammon boards and stuff (that's where the workshop comes from actually) but then two of them got into D&D and turned GW into the premier RPG importer for england/europe. They did that for a while and citadel minatures came in to make rpg models untill after a few years GW decided to make their own games and (around WD #100) they had almost completly dropped RPGs in favor of miniature wargames. If you think the fans are angry now... Imagine the company you bought all your stuff from go from one type of games to a completly different type.
And now GW probably went: meh it has worked before, lets kill that one game nobody plays/buys anymore (their view of the situation, not mine) and scrap it.
White Wolf also did that around 2000 when they killed of the World of Darkness series, also with a series of "End times" books. The difference with GW is, when WW came back with New world of Darkness it was actuallt a pretty well conceived set of new rules and setting, rather than this hodgepodge that GW has made of age of sigmar.
Edited by Robin Graves