Okay, so thanks to you and @DragonTypeWyvern@literature.cafe for the explanation, but follow up question:

Okay, so is the Warhammer boardgame (well, okay, tabletop game, not sure if boardgame is the right term) mostly the province of the groknard crowd, people who are really into specifically wargaming? Or is it more that people like the painting aspect of it, kind of like assembling models, and just that Warhammer lets you can play a game with your models when you're done decorating them?

My general impression is that hex wargaming has generally been on a decline over about the past thirty years or so. I think that some of that might be just that computers permit for simulations that don't require simplified models and that may have eaten some of the market. But point is, if there was a big crowd that really liked tabletop wargaming and was gung-ho on having stylized, turn-based gaming, I'd think that places like, oh, Matrix Games that sell a bunch of computer turn-based strategy wargames would be selling competing wargame products like hotcakes; competitors wouldn't have to worry about cannibalizing a market. But there's no comparable franchise that I'm really aware of.