Warhammer 40k Seems to Be Doing Well These Days

Is it because it keeps having the same problems it's always had while other genre franchises have been trying to kill themselves as inventively as possible? Yes.

The Clear Path Forward

If Microsoft is just going third party anyway, it should have just made Bobby "Boberick" Kotick the head of its gaming division and changed its name to Activision-Blizzard-Microsoft-Gaming-Division, or ABMGD for short. Think these things out a little better, fellas.