It seem a bit dangerous to word it this way on this forum, but anyhow:

What he said.

I'm looking at (atleast) three other systems and what differentiate them is fluff.
So far none of the rules themselves has stood out.
But this also has got me thinking... Perhaps a certain setting/dimension shall have it's own rules? So that you feel the setting when you pick up the rules.

Apart from that I'd say that both the two last ones (perhaps even three?) are spelled with a che and an ese.  

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Both are very important but in a minis game like E:A I think is important to make sure that the rules bend to the setting.  E:A does a good job of emulating its source material and that is the most important thing.  You should design based on the fluff but with an eye toward good rule design and balance.  If fluff doesn't play a big role then you end up with a game that doesn't really emulate the material it is representing (see: 40k).

I tend to go with MadDoctor here; i get a theme and then try to make an army out of it; if the army is no good though i usually drop it!
So, for example some of my favorites include:

-Gutrippas Stormtroopa Korps: A 3k list with 3 landa's with boyz or stormtroopers in them, plus lot's of FB's
-Crimson Fist's 2nd Company Task Force 'Divine Intervention': Drop pod army with a a twist
-A tau army based on the forces present on Typha IV (lots of aerial support/stealth suits/crisis suits)
-D Section of the Ryza IVth with Support Elements from the Harkonen 95th: solid guard forces with lots of valkyries and vultures
-two Khorne based chaos armies.

and so the list goes on! I usually like my armies to have a theme but needless to say will probably end up dropping them if the don't work well in the rules!

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I'm a fluff follower, I take armies that fit with fluff a lot and therefore lose a lot - then I complain my armies arn't good enough!
Tournaments are different, though I generally take the same armies.

Rules are important but fluff is what gives those rules some meaning.

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