It is a fair criticism. There is a limited number of historical conflicts/periods with multiple factions, large troop structures, etc. Do they continue to refine past entries or explore more into fiction and mythology? Personally, I’d love to see a more finely polished Medieval, but I think it is more likely that they will follow the Warhammer model and do more licensed products.
On a whim, I decided to start a Total War Empire campaign as Poland-Lithuania. I saw a meme about playing games in your Steam library instead of buying something on sale, and I felt justifiably attacked.