Look at Battletech. It's an established IP, sure, but very niche compared to Warhammer, and those sales estimates were blown out of the water. I think it's more to do with the fact that this game is so much more different in genre and tone than other HBS titles like BT and Shadowrun. They had few of their core fans who were looking for a game like Lamplighters and therefore were basically relying on new fans.
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