Just some personal thoughts on this subject:
I found playing skirmish games like WarCry to be more enjoyable and far cheaper than large games of AoS. I still collect and paint AoS miniatures, but I am less likely to purchase the models necessary for a full army. Price is a significant barrier for me to building a 2000 point AoS list. I am not a tournament player but instead prefer games with friends - Warcry is better for that.
Usability in multiple systems has also been a concern for me - one thing I do like about some GW products is that I can use the models for multiple games: AoS, Warcry, Underworlds, Warhammer Quest, Gorechosen, etc. I tend to avoid products that only have one use.
This is a matter of personal opinion, but I think GW miniature sculpts are far better than any competitors. I've bought miniatures from several other manufacturers. They are often far cheaper than GW, but they tend to have less dynamic poses, fewer details, and particularly annoying mold lines or casting issues. I usually pick up CMON board games, who give tons of models with cool designs, but the nature of them being board game pieces often means that the final product is lower quality. Smaller miniature companies also frequently cast in metal and resin, which I do not enjoy working with as I prefer plastic models. I am willing to pay a certain premium for plastic, dynamic, high quality sculpts that GW produces.
I recognized a couple of years ago that I was caught up in the hype process of GW. This is intentionally created - they market their products hard, but then do not have enough stock. This creates a rush to preorder or purchase early, especially for large bundles where there are significant savings over separate purchases. I've found it helpful to making my overall spending lower to step back from the hype and really focus on the projects I want.