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Soulstorm robbed us of saving territory built bases, when attacked. But added more factions & planets. No, Retribution last stand was repetitive and for no reason, you can port the entire campaign to multiplayer, easily, instead of 4 commanders you'd have 4 players, they get to choose to play hero or squad. MP host chooses which chapter in the campaign to play.
Anyway, if you work in entertainment industry, and anything related to Games Workshop is a toy and entertainment industry, it's your job to make sure that people enjoy your product, not making third-rate IP milking game that did single player campaign as nothing more than an advert to multiplayer mode that is emulating another popular game but just isn't as fun.
You can't use "it is art, you are toxic and don't understand us" card with the games that not only have nothing unique, but also use multiple relatively "preying" mechanics in attempt to monetize.
No one of their fans wanted such "image".
There is approach of original Dawn of War and Dawn of War II, that have it's group of fans, and there is Dark Crusade/Soulstorm "mostly strategy" approach that brought most of the franchise fans to the Warhammer 40k in the first place. The Dawn of War III is cater to neither of this large groups. They also changed visual style of the the game in the grimdark universe to more cartoonish.
The final result is that they ended in a situation where they actually lost most of the old fans and didn't gained nearly enough new ones to compensate for it, reduced the power of Dawn of War franchise by harming trust in the mark, and failed to increase interest in W40k franchise.