The models are the best I've seen in any tabletop game.
They are also really expensive. That said, the game lends itself really really well to allowing the player to use the models they love- not just the ones the HAVE to, to win.
You won't find yourself entranced by a beautiful model only to find it's useless in the game.
The rules are free- that's it. The books are akin to a 40k codex- they give fluf, story, formations and scenarios- but the rules for the game and induvidual models to play the basic game are totally free.
The player base on all GW stuff seems gonzo to me right now. 40k is too competitive and AoS is rickety with a weak core of players.
I love it, and I hope more people come to play it-