FFG has been fine towards armada. it jumped to one of the top 5 selling miniature games according to distributor orders in less than a year. Models are easier to produce than rules. The models also take longer due to painting, but you can design the physical product and get it printing while you work on game balance and such since cards have less of a lead time. If you think FFG has failed id hate to see what you think about some of the other game companies out their.
I'm sure that those sales have nothing to do with an exclusive licencing option...