Heroscape's Lore Problem

Sorry Chris. A game's lore can be an incredibly powerful tool when utilized correctly. I plan on buying a few Warhammer 40k units not because I have any interest in the game, but because the story and lore surrounding it is SO GOOD. Heroscape has some really good groundwork for it's storytelling. There's some really cool factions that have been developed. The only problem is that the lore and the writing... kinda sucks. So, let's talk about Heroscape's lore problem?