That depends a lot from what direction you look at GW stuff.
You look at the miniatures and you see a very comic look. Gear and weapons are large, so you can easily see them when you look at a miniature from distance. The colours in most photos of miniatures are also comic. They want to people use lots of color. Colorful means more paint, and have you seen the prices of their paints..;) Also colourfull is easier to paint good than black/dark/"grim".
You look at the drawings and you have a very grim and dark look. Some of the pictures are almost disturbing, specially considering that GW target kids as customers also.

So even Games Workshop has this everything for everyone setting a bit and why wouldnt they.. its business..