CA really missed the boat on this. The whole feel of the Warhammer gaming experience is missing from this title. Here's what CA needs to do to fix this:
1. Every unit needs to be sold separately as a DLC for $40-$75 so you can put together your army just the way you want it, piece by piece.
2. Every unit should come without any textures. You just get the wireframe mesh. You get to buy your own editing software to assemble and paint the meshes onto your new units. That way everyone's army is a unique work of art they can be proud of.
3. CA needs to stop providing a complete manual. Instead, CA should sell the section of the manual pertaining to each faction as an "army book" DLC for $50 a piece.
4. To better mimic the WHFB gaming experience, CA should completely revamp the multiplayer interface. In order to find a multiplayer opponent, you should have to look through a list of at least 20 people who are looking to play 40K for every one that is wanting to play TW.
Anything else I'm missing?