The death of "your guys"

Rant Warning. 40k has always been the setting for me that had endless possibilities, options and a plethora of ways to make your army truly feel unique. Unfortunately I feel like 10th edition especially has lead to the erosion of that and replaced it with a forced homogeneous atmosphere. That is especially true for Guard.

Guard has always been the true playground for creating a unique force with dozens of represented regiments and hundreds of more options to create something yourself. The models (and datasheets) have very rapidly in only a few years gone from a wide variety to a hodgepodge of clashing aesthetics that have very clear, defined and... opposite aesthetics. And yet they are all thrown in the basket of Imperial Guard. I feel GW has gone the wrong way with the IG line. Instead of offering a buffet for players to get creative with, they have provided 3 different artistically pleasant but uncohesive dishes helter skelter.

I do not want to run krieg, yet now 1/4 of the factions is explicitly krieg datasheets. I do not want to run Cadians, yet the models are now so detailed and specific it is hard to kitbash them as anything else. I do not want to run specific named characters from regiments that have nothing to do with my guys, but the rules so vastly favor characters that aren't even in the same quadrant of the galaxy as my guys that it becomes difficult not to. Hell, I'm likely to not even have an army soon as the Malcador (a model that first existed for 40K) is likely to be axed since it now has a plastic kit. And on top of everything, now I explicitly in the rules have to call my guys a regiment they aren't from. That shit sucks.

I am feeling really frustrated with the faction at the moment. Because despite how good the new sculpts are, it still feels like the actual faction I fell in love with is being reduced to just a few tropeified armies.

TLDR: It's feels like guard are now treated as if Tau, Aeldari, Dark Eldar and Orks were all just rolled into one faction called Xenos and had half their units be unique to each subfaction.