After reading through the new WD it seems like they just took existing 40k fluff and changed all technological words to magical words and all references of the Emperor to Sigmar. "Liberators (Space Marines) ride into battle in lightning bolts (drop pods)!" And the "Stormhosts" names are a bit funny; Lions of Sigmar, wonder how they came up with that one. Also the "protect the IP" name changes are silly, Ogors, Aelfs, Orrucks...

Some of the models look kind of cool though.