Soft cover books can't be easily displayed on a bookshelf which is the only purpose a codex serves. If we are forced to keep buying books it better at least be a decent collectible. Otherwise they ought to cheap out as much as possible. Don't print in color, strip out everything except the rules, no pictures just plain text, and cut the price in half.
I think GW knows the best solution is to separate the lore books from the rule books. Codices should not contain any rules it should just contain lore, and some hobby tips. Give new collectors some tips for creating successor chapters, new paint schemes, or how to expand your army after a combat patrol. They can still sell their stupid books but it might have some value for a change.
If GW weren't retarded they would sell the codex rules as a pdf that is updated like their faction packs. It'll give you app access and if you insist on paper print outs you can print it yourself and the rules will actually be up to date. I find it hard to believe that every other company is capable of profiting off this except for GW.