They're just toys folks, and GW is a business that sells toys, and it behooves them to facilitate creating the means to sell more toys.
This is how Rogue Trader was, no holds barred face punch play, or a friendly game between people that communicate about their game the hope to play.
I am loving the amount a variety in the game right now. As you now have to trust your opponent that that aren't cheating you it should help us develop relationships with our friends.
Dear Lord, it means we have to be nice to each other, and if someone comes off as a jackhole word will spread.