Right. What this team fails to grasp time and again is to be a "game", any sort of game, be it a sport, boardgame, pnp, etc. there has to be a rule set that makes sense and you have to streamline realism and challenge with gameplay.
When you ramp up the complexity, you also ramp up the tediousness of gameplay and the learning curve. Essentially these guys have worked themselves into a corner, and are trying to sell Axis and Allies to RISK players, or Settlers of Catan is to Monopoly players(ie the CoD and Battlefield crowd).
Add in their limited abilities of the team and their refusal to address core brainstorming problems with the game and rules, like Insurgency mode, the game gets in the way of the game itself.
It's like when I would try and play Axis and Allies with my old group of friends and stuff; everyone would be on their cellphone and not paying attention, some guys would take forever and so on, insist they knew the rules then tried to do things that were against the rules, and after 3 hours we'd made one complete round of turns.