I had an epiphany the other day. This realization was a brutal one that left me with a smile of annoyance. After all, I realized that I've been brainwashed and it was so subtle that I didn't even notice. My favorite company (with huge bias) has effectively used behavior modification techniques to train me. Let me explain.
You see, the new Eldar have been released and I just happen to be a collector of the pointy-ears. Like almost all the armies, I feel compelled to 'keep up' by buying at least the new rules (codex and cards) every time GW pulls an update. Every once-in-a-while, I might even buy some new models! But there's a limit- the price.
I used to be able to buy a space marine Tactical Squad for $24.99 back when I put on the power armor. I watched the prices go up and up and up until 7th edition, where that same Tactical Squad (now with new groin-towels!) now cost $42.99. And then came Primaris. And then the other armies.
Since I own almost every army, I have to buy stuff almost every month. But that price limit tends to keep me generally in check. When I look at the price of things now, it's easy for me to talk myself out of buying it, especially if I already own the older (smaller) version of whatever it is. This applies especially to my Eldar army, where I own three of everything produced for that army since 1992. And one of my favorite models in that collection is the Avatar of Khaine.
Have you seen that new model! Wow!!! Even the Forgewold version of the model isn't as cool as the new one. But I don't want to buy it. My self-imposed limit is wholly based on the price. For a model that large and detailed, it was going to cost between $140 and 175. I don't have that kind of money anymore and I can't justify buying a single plastic model that I already own a version of for that kind of money.
But wait! The price for the new Avatar isn't $140?! It's only $100!?! Wait now...
This is how well GW has brainwashed me- the price was too high at my assumption. Who would pay that much for a single model that might see the tabletop three total times? On the other hand, with the typical prices for GW's products, this suddenly seems cheap by the real price! GW taught me that a c-note is reasonable and affordable... for a toy.
There was a point in time that I would buy everything that GW produced. Then I became more responsible and stopped spending so much. When it costs almost $1000 just to start a good army, the prices became unjustified. But that Avatar only being $100? Why do I feel like that's a good price? GW has normalized their prestige-pricing strategy so much that now I can be tricked into thinking that a nickel's worth of plastic is a great deal for only entire two days' work.
Has GW gotten you too? Have you been tricked by GW into thinking the prices aren't that bad? Are there units that you wish would get the Avatar treatment? Let me know in the comments below.
Happy Gaming!
