*Edit: Also, even though it can be rather expensive to field an army, it's not like the stuff rotates out as fast as Magic or other CCGs go. You can spend two or three hundred bucks on an army and play it for years.
I do absolutley agree with this, and it's my first counter-argument when magic players try and talk about a "prohibitive cost of entry" into wargaming.
It always depends on what side of the fence you're on though, in terms of casual vs competitive. I know magic players that ignore the fact that formats exist and just play with whatever cards they own, and at the same time watch warhammer players drop hundreds of euro on new toys just because a new army list or unit is "overpowered". A company will always find a way to punish your wallet if you want to be at the pinnacle of their game