The models are painted to catch the eye of everyone at your local store! I use multiple techniques on every model: airbrush, washes/shades, stippling, layering highlights, edge highlights etc. The model's focal points have extra detail added to them (generally the chest/head/shoulders/plasma) so that everyone at the store will be drawn to your models! There is no simple slapchop here.
If you have any questions or desire of other factions/races/games, just let me know!