That could be what the 2 missing SKU's could be. A rebel starter and an Imperial starter. It would be a pretty big break from FFG's current style but it would sell Armada far more effectively.I'd say even x-wing is slowly becoming over saturated with models, players and I see new new people join the game and leave it just as quick.
With Armada the price point appears still to be an issue with players picking it up. £65 is quite a lot (discounted) compared to £28 for x-wing. Then also the length of game which in my opinion can be just as long as an x-wing match just people perceive is longer !.
Armada has 12 models compared to x-wings 35+ including epics and three factions it's going to take time to catch up or bot even need that many. How many x-wing models require fixes as they worthless ? Maybe they want to get it right ?.
The one think your correct about is tournament wise there isn't the numbers like in x-wing.
Solution ? Maybe make a better starter box to get people into the game? And make the profits on the expansions ?
One can hope :-) doubtful. Armada really should be at a price point of £50 to get people into the game but also the expansions. Retailers cannot discount to that price as we buy it from the distributor for £45.