Buddy, the setting is the lore. The tabletop games and merchandise only exist because the lore created the 40k universe where they take place a universe defined by its history, culture, and everything else. Without that lore, all you’re holding is expensive plastic crack with no greater meaning. You cannot define a Space Marine, an Ork, or why they are fighting without lore continuity and cohesion. Lore cannot be secondary for it is the foundation. lore gives a franchise its longevity. if your only selling plastic minis or art without a strong lore, than you will get the same mess that trench crusade became.

You fail to understand what lore means, the new miniature still requires the old lore to function inside the setting of 40k, by depicting elements in the lore. This is proven by the fact that you used an image of a primaris marine that's 90% decorated with iconography from older lore. like the ultramarine logo or the iron skull insignia that gives the art and miniatures meaning and sets it in the world for 40k. So again without lore that defines what a space marine is, this model wouldn't come exist to begin with, The models are the merchandise based on lore, without lore there is no space marines and 40k as a whole. Thats why lore matters.