New GW selling points? Interesting focus

Is that Astorath?

Looking at GW's site, I noticed a little extra text on the Stormraven and Furioso pages (newest releases) that isn't on older items (at least not yet).  Interesting to me that these blurbs focus on the in-game alleged uberness of the units vs. fluff or the modeling sides.  For good or ill maybe they're moving away from the cop-out of "we're a model company, not a rules company."  Blurbs below, from the Games Workshop store website.

(Stormraven) Remember the terrified look on your opponent's face when you first fought them with your Blood Angels?  Well be prepared to see it again because nothing inspires terror quite like this vehicle - it's a flying red fist of death that's going to punch their army until it begs for mercy.  There is something extremely satisfying when you transport your most devastating unit (and potentially a Dreadnought) across the table and right into the face of the enemy army.  And after you unleash the troops?  Well, you can just blast chunks out of their tanks and monsters with Bloodstrike missiles until there's nothing left to blow up.

(Furioso) The Furioso Dreadnought is effectively a mobile infantry blender that will make your opponents want to check your codex with disbelief.  It can be upgraded with blood talons, which will rend and tear an entire unit apart in seconds - the machine is a beast.  If you want to raise an eye-brow, why not go for the Death Company Dreadnought.  Your opponent will have to blow its legs off to stop it moving and glancing hits are pretty much worthless against it.  And for the double raised eye-brow, why not use a Librarian Dreadnought?  It is just as devastating in close combat and it gives you access to a range of lethal psychic powers.

Really?  Flying red fist of death?  Double raised eye-brow?  I guess it was just a matter of time before the abyss of net hyperbole stared back at them.