What most people mean is customizing the bling. Stuff like Oaths of the Moment, skulls, eagles, Chapter specific motifs, etc that you see on a Marines' armor should be available to be customized. I'm sure some people like the ostentatious looking armor while others prefer a no-frills look.
Iron Hands, those funky bionic extras would make them different enough from other chapters which essentially are just painted different colours.
I totally support being able to choose the colors of known successors once you select a Founding Legion. And then the Imperial Fists are in and epic siege battles commence! BT fans get what they want! Everybody wins! Bling and assorted goodies to flesh out your dude/(dudettes for Eldar) is always a good thing. Especially if some of them can be taken as trophies from other players. Like I could kill a Space Wolf and take a wolf tooth pendant, and wear it to both mock him (and remember a worthy enemy). But he or another Loyalist could kill me and take it back. Or take something of mine.
I don't know about being able to customize your armor with a color scheme. What I'd really, really like to see is a feature that allows people to develop skins, icons, bling, etc (like EQ2) and have them sold in the game store and make a little bit of scratch off of their work. With this passionate and highly imaginative fan base just imagine what we could come up with.
While I support the idea from a financial standpoint, as more income for the devs means more content in the pipeline, I worry about the gradual decay in acceptable levels of qaulity/lore/etc in such things. Sort of like the Dota workshop, some of that stuff on there looks very professional, and some does not. Items and whatnot that have a high amount of community interest could then be looked at by the dev's for final review: if it's well made, doesn't break immersion or lore, then maybe. In the end though I honestly don't know much about such systems (other than Dota 2 seems to need an update every goddamn day for store crap), their financial numbers and waivers/legal documents that need to be drawn up for such a system that adds user-generated content within a store. Nor is there much concrete info on how the cash shop in this game is going to work. So, who knows? I guess? Could be cool, though.
Everything (so far) looks great in EQ2. Your item is not guaranteed a spot on the store it's a submission and has to go past their QA before it gets put on the market. DOTA 2 sounds like it was horribly implemented and has little to no QA. So I guess that it will have to be more involved of a process than DOTA's. As far as immersion and lore goes I don't think Games Workshop would stand idly by while someone is destroying the standards they have kept in place for decades.
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