The only things I can think to say about this is...
1) These moronic one-click, no-discount bundles must be selling.
2) Someone at GW HQ made a bet that they could sell an entire chapter this way.
I mean really, unless you have another $25K+ laying around to pay someone else to assemble and paint everything, what is the point of buying this? To fill up half a garage bay with boxes you'll never open? For a game that you'll never play?