Is it just me or do Astare stories tend to be lower quality than the rest?

When I think of good 40k stories, I tend to think of stuff like the infinite and the divine, the Caiphas Cain or any rogue traitor series. When I compare those stories to those of space marine's they seem to be sub-par, it's not even due to how much they kiss up to them as the writers kiss up to the custodes as well but it never feels like the story stopped.

Whenever Guilliman appears it's especially bad, the narrative seems to stop dead on it's tract for several pages, practically screaming, “Isn’t he amazing? Buy the model now!” This interruption lacks charm and feels more like an awkward advertisement, turning what should be engaging storytelling into a mediocre commercial. It’s not just because the writers tend to glorify the Space Marines; they also do this with the Custodes. However, the difference is that, with the Custodes, the narrative doesn't take a pause, and it's something like, the Adeptus Sororitas fangirling over them, while the Custodes themselves appear annoyed by this.