without them being soaked in WHFB knowledge and history
Not soaked, but some info on that universe I see as a solid base and to a small amount, neccessary. This has more than one reason. First: it is an offspring, a persiflage of the Warhammer universe. Second: if people aren`t eager to complain about a transformation to a Blood Bowl set in an Age of Sigmar sprung off universe, they`d better start sending some signals, that they value the tied to Warhammer background. Other than that, there is no other reason to keep it. But I guess, there is a lot of veterans not happy, when they have nothing to complain about
BB will continue to stand on it's own with all the world majors, tournaments, Cyanide, FUMBBL, leagues, podcasts and the like. But that isn't the same as the new GW BB selling well, as I believe you referred to.
Yes and no. Like always, there`s different points of view to look at it. In the recent years I found it increasingly harder to recruit people into the game, especially since the game started to develop a tournament oriented playstyle, while the community took care of it. Some typical situations: Leagues always start from "zero" per season, people complain about balance, people are blocking everything unpredictable (i.e. special play cards), regular tournament players are used to play very competitive even thou thinking that they play less strict (this of course subjective feel of my own, but for fresh players that is an even bigger disadvantage than any unbalanced rule).
I won`t go on with the explanaiton, since I think you get the point and since there is plenty of topics with the same issue on the forum. In short it`s the old "Familiar vs Fresh" thing. Things stay old, the old guys are satisfied, new people have more trouble finding their way in and the game does have an "old" feel to it. Make it mor fresh and welcoming for beginners, through a simplified ruleset for example, and there will be no time wasted from the veterans to complain.
For myself I`ve decided to rather give the new thing a shot and not "keep the game alive" but rather to "revive it". I think in the long run, that is the better solution to keep this game up runnin and healthy.