This is the opposite of my experience. First, about customisation, do you know that you can equip most magic artefacts on almost any unit, not only characters ? While not unit can get more than one, and each artefact is unique (you cannot take several units with the same one in your army), this give a very big potential for custom units. Don't like the fact that Heroes are not in units because you really like your Slann deployed in a Temple Guard unit ? Just make this unit with the slann into an unit of Anciens salamanders with the Diadem of Dragon Kin that will give the unit a powerful breath attack representing the Slann offensive magic. Miss the old combined units of Kroxigors and Skinks ? Put a few Kroxi models in your skink units and use it as a Ghekkotah Warriors unit with the brew of strength to represent the added power of the Kroxigors. And the game itself is certainly not just pushing blocks, movement is very important, flanking has a massive impact, and the scenarios can changfe the way you play and encourage a balanced army. I have seen a few Warhammer player try the game with a mindset from the previous game and try to use only a few very powerful units, usually elite hordes upgrades with artefacts, because in WHFB a powerful unit could kill many lesser ones, but in KoW this is a very flawed army (and a boring one to play), as the number of units is very important. Even a small troop can be used to protect a flank, charge a flank, serve as a sacrifice (not unlike a redirector in WHFB), hold an objective, ... and even do some damage to any target. For exemple a horde of shooters can seems to be rather good on paper with their optimal points per shot comaped to troops or regiments, until you get one disabled by a small and cheap mounted hero, fast cavalry or flying units or so on that charge it, did one point of damage, and so prevented the unit from shooting for a turn. In the reverse, a small archer troops might not seem to be able to do much damage, until you realise that in many games they shine in late turns when doing only one point of damage can be what will force a nerve check on a powerful ennemy unit that won a fight against your other units but got heavily damaged in exchange. Sure, if your army is just a few hordes of Orcs infantry with no small units in support and no ranged attack, and your opponent does something similar with an Ogre army of Large infantry melee hordes and a few melee monsters don't expect a very rewarding game for both of you. The same could be say (and in fact has been said many times) for Warhammer by players who only used big death stars units and almost nothing else.