I agree. I like the way AoS is simplified and has lots of individual unit flavour. But I don't like any of the releases since it came out except the heroes in Sylvaneth. The lore is so bad. It's just so bad. Like they are writing for 13 year olds. No depth.
I agree to a large part with this.
I hear people that say that
WHFB fluff in the early editions was ridiculous and poorly developed, slowly evolving with the passing of time, so we should expect the same for
AoS.
My first opinion was that
WHFB was born decades ago, so the whole system was in evolution... actually GW should be able to give a polished product also from that pov.
But we are effectively seeing a slow but constant increase of fluff... for example, I still have to read it, but many dwarfs players tell that Kharadron Overlords' fluff is a step in the right direction. So, who knows?
In the meantime, there's always the effort made by players themselves. Seraphon's fluff is embarassingly simple and poor, but on Lustria online many users are developing truly interesting pieces of fluff about the nature of the "saurus that are just memories of the past, summoned by slann's will".
Of course,
AoS background is not comparable to the depth of Oldworld, they're not even in the same League. And I doubt
AoS got the potential to rival the old fluff, even given enough time, but I think that things will improve.