Honestly, I feel we are all responsable for this climate. Too many times when we get a new codex our first thought is "how can I crush my opponent" rather than "how can I have fun with my friends" Yup, there is codex creep, but it's on us to make the game actually fun for each other. If you keep bringing the wave-knight-rip-formation of doom against me, I'll tell you it sucks.
It reinforces to me that GW isn't in tourny business. They are in the answering to shareholder business. Of course they are milking it for everything it's worth. So do camera companies, so do auto part accessory companies.