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They're bigger models with better stats in the rules, so that people can't simply use their old Marine models as Primaris without feeling lame. GW is in the business of selling sculpted plastic and plastic has a long lifespan, so they needed ways to sell more to people who already bought everything.
More or less the same size of real chaos sm miniatures vs primaris.
Unfortunately, someone forgot to tell the setting/lore writers that with the goal of selling more miniatures, they wouldn't stop after updating half of their most successful range, so in the meantime the superior genius of Cawl and the Primaris happened.
So now we're stuck with the clearly-but-actually-not-really-it's-mostly-marketing-superior Primaris.
And lore-wise, with significantly more complex logistics for the Indomitus Crusade than the Great Crusade, while operating in much worse overall conditions. Superior genius indeed.
All this because apparently, plastic crack addicts couldn't be relied upon to buy new, high-quality sculpts otherwise.