Doesn't come as too much of a surprise, they've been putting out great boxed set games to entice people to pick things up and have been putting a ton of new content out for both AoS and 40K which is all really high quality models, multiple ways of playing and cool rules. A lot of it seems to be about encouraging the "buy and play what you want". I mean just look at the buffet menu you've got with the Castellans of the Imperium formation from Fall of Cadia. As a non-SM player, even I'm tempted to throw a few SM, sisters and other units in with my Guard.
Here's hoping the trend continues, as it'll encourage them to keep doing what they're doing with social media, cool boxed sets and amazing models.
hope they keep fixing things and getting back on track!