GW keep a tight reign on their IP. Also, because of the preferred target audience (young kids) of Games Workshop, they have to tread warily. Because of this and changing public perception, they 'nerfed' most of their cannon, making it less Clive Barkarish and more Peppa pig. This can be seen in their models and literature. Look at codex's from the late 80's and early nineties and compare them with modern day ones. Especially the Chaos ones. Out have gone the succubi with their bared breasts (both in artwork and actual physical models)and in came less nude/gruesome ones.
Which when you think about it, really defeats the point as a kid in having a Chaos army (modern day as opposed to an 80's/90's era Chaos army)...LOL
There is also the Black Library. Read the first novels, Space Marine/ Inquisitor etc, and they read like Ian Watson was in the middle of a drug induced fever dream when he wrote them. Ironically, the books are all the better for it. Modern day novels are very tame, with scenes of 'mild peril' at best. Due to constrictions demanded by GW of their authors, (in that they have to be 'PG')and rumoured poor pay for the work, very few good authors are attracted to the work.
On top of all that was the closing down of their own forums. No one could see why at the time, though again, the rumour at the time was it was because of the content. There was a lot of older players/fans on the forums who wrote with the old cannon in mind. And as such, their fan fiction could best be described as being 'troublesome' for the more snowflake generation. Having to police the forums for language, content, bullying, etc etc, was alleged to have been a considerable financial drain and at the urging of the company's lawyers worried about the tone and content, the decision was taken to shut them down in order to save money and potential bad press over any 'satanic' allegations. Thank you America for that (and it was mainly America, with it's religious fanatics and high levels of mass school shootings carried out by pupils, after all, it couldn't be their upbringing that was the cause, but the little plastic toys they played with and painted that were the cause of such tragedy.)
Interestingly enough, Hornby made the exact same decision. They decided that the 'money' was in kids and tailored their produce to suit. A decision that almost brought the company to it's knees and bankruptcy. A hasty change of MD and direction back to an 'older' customer base literally saved the company overnight. A situation and decision that GW was about to find themselves in, however a couple of small films released by a Braindead director, was about to prove their unlikely saviour and save their anal rings from the fire...Which was a double edged sword. Now most adults assume the hobby to be one for kids and not adults.
Which given the cost of GW models these days, is a bonkers situation. Had they kept their adult audience, then they would have kept the superior financially-able player base, and that would be reflected in the associated produce, like artwork and novels. But they didn't, so they haven't, and that trickles down to writing, not many children write interesting and thought provoking Warhammer work, and the children of today are the adults of tomorrow..