Totally agree. To be more clear, I think that a game company should strive to always do 3 things really well:
-New Models
-Rules (including the base rules, model stats, balance tweaks, FAQs, expansions, etc)
-World building/back ground fluff
In my view, if a company can do these three things consistently well, then they will have a good chance of building an enthusiastic community and have success in other areas. That's not to say that a company shouldn't try to actively build its community thorugh out-reach, put itself in the lime-light at shows, support tournaments, etc. But like I said in my earlier post, I really think that focusing on that stuff at the expense of the "main thing" (models, rules, and fluff) will ultimately be counter-productive.
In Spartan's case, here is how I would evaluate their performance at these three main areas of effort (On a 1-5 scale, 5 being Excellent):
-Models: (4) Good. Their models have always been nicely made, and have been steadily improving over the years. The main ding I give them in this area is that they do not space out and balance releases across their games; they go through fits and starts where one game gets all the love while the rest sit idle for 6 months to a year. That is not a new phenomena, by the way; that's essentially how the company has always operated.
-Rules: (3) Fair. The core rules they put out have been getting better over time, and having many of them available via free PDF is great. However, they are lagging behind when it comes to FAQs, balance changes, and other tweaks. Plus, there is the inexcusable and inexplicable failure to not publish the rules and/or stats for Fleet Action and Task Force.
- Fluff: (1) Poor. By far the weakest area for Spartan. They have only slowly released information in small trickles, but there has never been a solid "bible" for their major settings that really lays out the basics in such a way that gamers can fill in blanks, and (to borrow a phase) build their own narratives in the world. If you want a really good example of this in action, I always point back to the Battlefleet Gothic rule book. The fluff in the BFG rulebook gives a good feel for how the universe works, even if you have had no exposure to the 40k universe before.
So, overall I think that puts the company at about a (3) Fair level, but recent developments are encouraging. This is why I see their blog post as a sign they are heading down the right path; their top objectives in the post are pointed towards models, rules, and fluff.