User blog comment:Trulyrandom/The Matt Ward thing./@comment-4608429-20120504222103/@comment-3258762-20120505072700

It would be financially stupid to advance the plot. The whole universe is originally based on the Tabletop, which is meant to be interpreted by the players: Thus, they can have what they already have and still get shit-tons of cash. And since 40k is one of (or maybe THE) the biggest universes created by Sci-Fi, they have so much to create stuff about (Horus Heresy, FWA, SWA, TWA, Age of Apostasy etc)