Compare this to Privateer Press and its Warmachine and Hordes lines, where they've just released the entire game rules and unit stats for free online, and are allowing online systems like VASSAL to host games.
Heck even WotC is allowing Star Wars Mini's to be played on Vassal. They've also taken no action against the SW Mini's Campaign Edition free initiative, which has so much borrowed content it sometimes make me blush.
I played lots of GW boardgames back when they started cracking down on internet resellers like a decade ago, so this new purge didn't come as much of a shock.
You do realize that their current actions have nothing to do with people that are unlawfully retailing or charging for their warhammer creations...right? This is strictly a campaign by GW to shut down fan created content that's offered free for download on various websites.
Issue the Inquisitorial Cheese Graters!