Unfortunately, a lot of people are turned off to the idea of an Apocalypse game because of shit like this:
All too often all of the potential of Apocalypse is reduced to its value as a spectacle or an exercise in commerce. If this is your idea of fun, I'm not going to
And its a damn shame that Apocalypse has this reputation. It has too much potential for it to be wasted on things like Parking Lot Battle 2010 up there.
Look, I know that an Apocalypse game is never going to be a substitute for a close-run game of regular 40k (no matter how hard people try). But it can be fun and it can be rewarding. You just can't take the expansion rules at face value - you have to work at it.