I also have no interest in a tabletop RPG from 4H, nor the knight figure, but I still love the Horsemen and Mythic and Cosmic Legions. Their customer service, communication, and transparency are all top notch. It might be a negligible distinction, but rather than "believing their own hype", which implies some level of conceit
*cough*Brian Flynn
*cough*, I think they're naively optimistic. They're too optimistic on their factory's given ship dates, but at least they're quick to communicate delays. They were too optimistic on Megalopolis and nearly got swindled. And they were too optimistic on this untested video game studio. Creating a competent, synergistic video game to promote toy sales takes Hasbro-level investment and they simply aren't at that level.
I met and talked to both Erics when they did a little pop-up event at Megalopolis and they're both really nice, down to earth guys, as
@superdoug55 said. Yes, Walter and the Cabal can be obnoxious, but he's a freelance "brand ambassador" and those are just other diehard fans. Hard to blame the company for having an overly devoted following.
Their design philosophy always prioritized popping and swapping over articulation and even so, they're still finding ways to buy as much RoM out of their designs as they can without compromising the strength of the joints needed for repeated swapping. For a company that reuses parts as much as they do, they're smart to invest in quality paint jobs and soft goods that go a long way to make old designs feel new, or so I think.
The character names and story have always been the weak point in their brand. At first, they barely had a story at all; just the bare bones of an outline. I actually kind of liked that. The unremarkable names and lack of a story gave my imagination plenty of room to come up with my own ideas. FMF and Valaverse do a similar thing. Their figures aren't supposed to be these deep characters with rich backstories. They're just trope characters with fun designs. But then the 4H hired Jeremy Girard and his writing is so clunky and stale. You can tell he's well read and does a fair amount of research, but his writing always comes off like a freshman's creative writing assignment. I agree that the current Horror of Einsamall wave probably has the best copywriting yet, but it's still just adequate.