I am writing this letter because I love you. I feel you are currently in a self-destructive phase with the bad behavior you have been displaying since we met.
Price raises, corporate tinkering with the stores, a substandard ruleset...
Despite that I still like you...a lot. I want to help. Let me give you some advice.
First, you have screwed the pooch (pun) concerning Thunderwolves. Your players really like them. They like them so much that they have been busy converting them, kit-bashing them, and buying alternative models from your competitors. Yup, classic capitalism in action, there was a void and someone filled it. Several someones at the time of this letter. Let me tell you, your competitors are churning them out. Fast, pretty, and inexpensive.
Flat out, you are losing the market share. Sure, you might exert some will and ban alternatives from 'ard Boyz or Adepticon but, that is only a stop gap measure.
You need to get off your bum and get your own product out. Of course, I have some qualifiers. Allow me to illuminate them.
1. They must be pretty. You already do this really well.
2. They need to be plastic. Again, something you can do.
3. They need to be packaged advantageously. This means five to a box, with enough bits to customize them.
4. They must be inexpensive. You really really suck at this part. This will be painful but if you want to win back the market share you have to be prepared to lose some profit margin. In the end, you can only ever blame yourself. Also, your competitors are selling them for about $7-8 per model.
I know this has been painful for the both of us. I am only telling you this because I love you.
I won't mention the 25th Anniversary BattleTech Introductory Box that has 26 models in it and all of the supporting material for only $50. I think I'll cover that next time.