@Bracnos : I see tabletop wargames in much the same light (Chess with aesthetic embellishment), which is why I feel the excessive list building in WFB detracted from the tabletop experience and am so supportive of KoW. As I mentioned before, in KoW deployment can often trip players up, and in the games that this happens you can see a player disadvantaged from the start so I can see why you might have come away with this impression. However, I strongly urge you to take another look at the game if this is your overriding experience.
Firstly, the vast majority of games are completely in the balance before the models are placed on the table, which is something that WFB never seemed able to accommodate. Think of it like chess but without all the pieces laid out in a standard format - the choosing of where to put your knights, rooks, pawns etc. becomes part of the overall strategic competition with your opponent. If you 'win' that element you will clearly be advantaged (to a greater or lesser extent) for the rest of the game.
Secondly, even though deployment does influence the outcome of the game, I have rarely (more so at the very start when I was repeatedly outclassed in deployment, far less so now) found myself to be in a position completely unable to salvage the situation. In my first ever tournament battle I got absolutely brutalised, with me, my opponent, and the four spectators watching the game, all knowing I had absolutely lost. However, in turn 6 I noticed that I could forget the objectives on which I was losing a protracted grind and sprint some of my faster units to the other edge of the board as there were 2 open and 1 loosely defended objectives that side. I completely changed tack, I was lucky on the roll so we have a 7th turn, and won the game. I think I lost 850pts more units than my opponent (so my tournament score for the game was less than it could have been

), but I was still able to pull it out of the bag. Yes I've seen walk-overs, and I've seen grinds where neither army gets the objectives they need to pull decisively ahead. But a good 3/4 of all the games I have played have been absolutely tight, with luck occasionally poking one or other player in the eye and forcing them to respond, or giving them a boost with the opportunity to capitalise.
I don't play KoW out of any dislike for GW - indeed I maintain a sincere affection for the company for all the fun times it gave me when I was younger and buy models, tools, equipment etc. from them regularly. I play KoW because it is by far the most strategically challenging game I have played, always providing chances to come back if I am losing or offering the same to my opponent. I can't recommend it highly enough.
@BAE I never said AoS isn't a great PRODUCT, it is. Marketing and design wise is just amazing, but is a dreadful GAME
We may be using different definitions:
I am using the latter of the two nouns (even if I am personally only interested in the former!) and AoS definitely falls within that.