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It's partly for the designers at GW, to lend a hand, even if we know they won't always want or be able to use the ideas. It's also for designers everywhere, who can add them to games direct. The point is to inspire and help keep things spicy.
The first is for space marines as a whole, who do after all look to be the buttresses holding the edifice up. Get them wrong at the edition change and it might end badly for shareholders.