'heading towards'...
I think GW (sorry, 'Warhammer') went past that years ago. While they were always about making money as, you are selling stuff.. of course you want to make money, there was also soo much more.. I think Bryan Ansell had that Idea, I think Jackson and Livingstone had that Idea... I think maybe the first guy after Ansell did but... how far past that? not sure.. clearly what ever board of directors they have now aren't that interested. Its like when back in the mid 80s DC were going to sell there whole comic division to Marvel because they weren't really making money with comics, but knew they were a ground for making more money doing merchandise and films. So they wanted to sell the comics to Marvel, so made money with comics, but didn't do a whole lot of Merchandise and movies and stuff.
Marvel editor-in-chief said yes! We want this! they are great characters, just not often written well these days.. Marvels Publisher and Directors said "If they are doing so badly, they must be rubbish characters, so we will pass".. now Marvel aren't making money at comics, only on the spin-off merchandise... and that is failing badly.
Oh look, and Warhammer keep doing tons of movies and tv shows and stuff... and aren't as bothered with the games... which aren't doing that well for them.. huh.. Cycle of history theory pops up again and again.