The ideal solution would be to create Alternate Advances for the PCs. I've been working on such packages over the past few days for the players in my group. The solution would be to grant skills and talents that are cheaper (true) and others more expensive (opposed) to promote the strengths, weaknesses, and styles of each Legion. For the "Marked" Legions this was relatively simple. For others, it took a quite a bit of finesse. Nothing was 'free'. Even the Legion special ability (if one existed), required a buy-in. Making certain talents and skills cheaper for those Legions means the PCs will gain affinity with a particular Chaos god more quickly. For a World Eater, all of the True skills and talents are Khornate. This means they will quickly fall to Khorne. There's no need for a World Eater to begin the with Mark of Khorne. The choices available will steer that player to Khorne very quickly. From a fluff vs crunch perspective, it makes sense. The World Eaters were already disciples of Khorne. All they had to do was forsake the Emperor.
This doesn't "penalize" humans, but unfortunately it doesn't benefit them either. It only serves the CSM players.