I believe that AoS is a good miniatures game but will continue to blast it's creator (GW) for a poor handling of the game.
This time, I'm focusing on fluff instead of rules, or mainly where the lack of fluff.
When you searched online about the old factions, you could usually get a quick flavor blurb about why someone might want to play Empire, or Dwarfs, or High/Dark Elves, or Warriors of Chaos, or Skaven, or Orcs and Goblins. This seems to be a missing part and parcel for Age of Sigmar. While we as a community aren't doing a good job of explaining it, there isn't anything free from GW explaining it either.
GW's homepage used to not be just an online storefront, they provided context too: https://web.archive.org/web/19990423184209/http://www.games-workshop.com/games/warhammer/armies.html
Just a quick look at something like the Dark Elves:
After a bitter civil war with their brethren, the Dark Elves were banished from the island homeland of the elves. Now residing in the bleak Land of Chill, the Dark Elves have totally embraced the path of foul practices and dark magic. Mobile and well armed, Dark Elf armies rampage and destroy across the Old World, retiring with loot and prisoners to their forbidding lands. No troop sums up how degenerate and bloodthirsty the Dark Elves have become like the Witch Elves - a frenzied warrior sisterhood that lives only to charge into combat, and bathe in the blood of the slain.
I get a quick feel for their past, that they were once in a civil war with their brothers (who on the same page I can find out are the High Elves, and which builds in a match-up I may wish to fight. I learn why they fight (twisted opinion and an embrace of evil, plus loot and prisoners), and in reading the page, and I learn how they would fight (Warriors may use repeater crossbows to mow down ranks of enemy).
Comparing what we had before for the old armies that haven't been updated is a sad state of affairs. Just look at the Order Serpentis, I get the following flavor bits:
Dreadlords are master strategists yet selfish individuals, their arrogance matched only by their martial prowess. Some Dreadlords ride to war on Dragons, creatures of vast power who, when they are roused from their slumber, are capable of slaughtering entire armies with wickedly sharp claws, horns and fangs.
Drakespawn Knights are some of the most fearsome of the Order Serpentis' dreaded warriors. The skill of the knights and viciousness of their mounts set them above the cavalry of lesser races. Though few in number, the ferocity of the Drakespawn Knights is such a decisive weapon that they can win a hard-fought battle with a single devastating charge.
The Order Serpentis are famed for their use of fast moving units, and of these their chariots are one of the most destructive in battle. Drakespawn Chariots thunder across the battlefield, drawn by ferocious Cold One beasts, driving fear deep into the hearts of their enemies.
The Order Serpentis make great use of monsters within their armies. The War Hydra is notoriously difficult to slay, as each time a foe chops off one of its many fire breathing heads another swiftly grows back in its place.
So from this, what's the Order Serpentis' motives? Why are they fighting? Do they have a personal goal in the realms? Are they looking to have everybody fight for their cause, do they actually like snakes or were they just sorted by an old hat into Slytherin? We can't even rely on the old fluff, as most of it has been eliminated from the minds of everyone but the few gods. The weirdest part is that GW already has a good collection of short faction explanations in the Grand Alliance Books, but wants to use them as some kind of purchasable good instead of an advertisement.
The importance should really be on GW, as getting us into buying should be first and foremost on their agenda. But maybe we as good shepherds of the game need to be providing these details online ourselves.
Have a Super Happy Time!