I guess I fall into the turnaround category, opinion-wise.
I initially didn't pay much attention to the buildup for the minis game, and the collectability really turned me off. Then a friend bought a starter, and I quite liked the contents -- particularly the fact that you get all sorts of extras, like the terrain cards and so forth.
A couple of days later, another friend (who's heavily into minis gaming in general) asked me if I wanted to play it with him -- and I was hooked. He had only bought a couple of starters and a couple of boosters, but he had enough to field an army of each faction -- not a great army in each, mind you, but a fun one. (I don't think this is a guaranteed event -- he seems to have gotten a particularly even distribution.) I also found the rules to be enjoyable, and much less random than Games Workshop's usual fare.
Since then, I've picked up two starters and five boosters, and enjoyed everything I've gotten. I haven't opened a pack and gotten two of the same thing (I suspect this is very much intentional), and I have two quite solid factions and two OK factions. The more I think about the rules, the more I like their approach -- essentially paring down and averaging things like damage and spells. The end result is simple without being simplistic, and there are more than enough tactical options to keep me interested.
Thus far, my only real complaint is that commanders are a bit too scarce, even the ones that aren't classified as rare. Without a commander for your faction, you've got a lot less options on the battlefield.
Color me suprised, but I like it.
