I take it this debate was spurred on by the new HH set.

GW have a history of “underselling” HH plastics. Though you’ll note once the two HH box (Betrayal and Burning) sets were retired, all of the HH plastics were priced at extortionate prices (£40 for terminators? £30 for 10 marines?).

The HH Darkness box set is probably worth £220-£230 + whatever the rulebook costs (a lot) if you priced all the kits at what they should “realistically” be (rather than GW’s current retail prices which would mean the “value” of the models in the box would be around £377). Note the Beakie marines are not a traditional GW kit, they’re missing most of the weapon options and don’t have a single heavy or special weapon, and no this isn’t because “it’s HH” – the MK3 and 4 kits all had these extras.

So with this boxed set you’re getting the rulebook and the tank for free basically. It’s a fine deal. In this context, the models are priced reasonably I suggest (assuming you think £45 is a reasonable price for this specific tank).

Putting aside that GW obv. want 40K players to buy these models, having realised their Primaris Space Marines aren’t doing what they thought they would (thus why you’re getting classic MK6 Beakie marines instead of HERESY MK 5 ARMOUR marines, MK6 do not belong in the HH in serious numbers other than assault on Terra), GW filled that box with lots of nice new beakies intentionally with no special weapon options so you will buy their £26 weapon upgrade packs… Once you buy a £26 special weapon pack you’ve got 60 weapons… you don’t want to waste £26 now do you? So you better buy 60 marines….. you see what they did there? Sunk cost fallacy.

That being said, as annoying as it is to have marines in boxes of 20, the MK3 and MK4 box sets are FANTASTIC and mean the price of a Space Marine 10 man tactical squad is around £23.75 which I think is entirely reasonable.