So it doesn't take a genius to see the whole negativity around this game that exists in any social media or forum and a lot of it is warranted. I will not go further into the artstyle and the whole thing looking like Starcraft and all that since we probably had enough of that. But there are some things that are always constants from a dawn of war game.
Like the voice overs : You go hear the Dreadnought from DOW1 or DOW2, there are differences but the idea and feel is the same. This builds legend and lore, you don't just go and change that like it is in DOW3, a fast talking raging thingy. Same goes for Angelos. Your Force Commander(Chapter Master) goes over the top in a zealous and even poetic kind of way and NOT in a U.S. marine kind of way...
Plus the animations, there is no wheight at all to them. Especially for armies like Space Marines, it is really a big loss. Seeing them make full 180 turns like that is really off putting. But I understand that due to the new direction this might not be possible for gameplay balancing reasons.
Please, mods, pass the feedback accordingly or this will not end well and I guarantee you that. 40k is a very hard one to do right and the fans involved are super demanding. There are whole internet forums dedicated to just the LORE of this game or I even don't know what. Check things like Angry marines etc. A whole wave of memery and subculture humour just for 40K.
This will not just blindly sell to a random demographic. If you try to appeal to a wide audience you will end up losing both of the audiences. 40k is by definition hard to swallow.
Yes there must be effort to make the game more appealing so it actually generates income but you have to know the limits.