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I voted for game mechanics. Sure awesome models are a draw, and which is why its top ranked right now, but I come from a game play angle always have always will. There is game system worth its models if the mechanics do not interest me or - to go further - the factions playing are not fleshed out with unique rules, specials, etc...
Talking about the elephant in the room; games workshop has what it has today because it makes the best models, has great IP, and the rules are great for the most part.
To players it boils down to: "Do you play call of duty? Or do you play Mass Effect? Or Final Fantasy?