I think Mike is right - the sheer range of new subjects in 1/32 is absolutely unheralded. HK with their multi-engined WWII bombers have created a whole new market. Silver Wings range of superb resin multi-media interwar subjects in 1/32 is absolutely fantastic, if a little pricey, whilst HPH do some equally lovely kits - their Walrus is my favourite kit, whilst their Catalina is mind-blowingly brilliant. WNW in particular have released models of aeroplanes most people outside of WWI fanatics had never heard of. It's an enormous difference to, say, another 109G6 kit being launched when there are so many in peoples stash already.
The secrecy WNW maintain until the box appears on their website is also unique. It's deeply impressive that no staff or suppliers (mould makers, decal printers, PE manufacturer, boxing suppliers) let even a hint leak out. This creates a level of attention and anticipation - I know I check the WNW website regularly for the latest release.
The tin hat on the whole thing is the "Sold Out" signs that pop up next to kits. Any normal, profit driven company would either get enough kits made to meet demand, or make a further batch as and when required. WNW seems more interested in moving onto the next subject they fancy doing - which is cool - but it certainly drives purchases & hence interest. Hasegawa tend to do the opposite and release so many re-boxes of the same subject that it's hard to keep track!
Before WNW, I'm not sure a single 2 seater kit had ever been released in plastic?