Have you told your friends about this upcoming game or this franchise?

The problem I have found when trying to easily describe this game is that people for the most part can only relate/envisage what they know of or have experiences of first hand, so you can say:

"It's like Space Marine, but open world"

If they are new to the 40k verse:

"Think of a world war, now throw in aliens,daemons and giant machines with friken lazor beams. "

But the simple fact of the matter is neither of the above explanations do it justice so you attempt to go into deeper detail and extrapolate why exactly it isn't only the things in the above explanations only to loose your audience due to poor attention span. Hell even the Game Overview Page has a tough time of being succinct and accurately descriptive, triply so if you are new to the franchise. So in summation you raise an interesting question of how to properly spread this game by word of mouth.

I just call it 40kSide, all of my friends that have shown interest in the game have been planetside vets looking for a dev who can do an mmo shooter properly (and the game itself looks like it'll be very similar to PS2). We just haven't gotten around to getting founders because we are cautious about the potential lag issues having only 1 server will cause. Since it'll likely be on the east coast (to make it easier on the europeans) it may be unplayable for Aus/NZ.

My 40k friends are always upto date with GW, but forget that I had to tell them.

If only I could somehow get my referral link onto the black library website

My usual routine for Wh40k virgins is introducing them to Dawn of War, when they get more interested I play a 40k rpg with them, exact game depending on their tastes and then I mention EC. By that time they are totally hooked and more than willing to try it when the game comes out.

Nope

If they arent already aware then they have failed the Emperor...and the Chaos Gods...and Gork and Mork...and whatever cowards the Eldar worship...

I did some small research about the level of EC awarness in my country among WH40k fans and unfortunatelly it's pretty low. Ppl are quite skeptical about the game but lately I've noticed some more positive signs. I think 1 or 2 months post launch the game will attract more ppl, not only Wh40k lovers.

I have worked hard to introduce my friends to 40k and it's worked.