Personally the reason why I dislike Age of Sigmar is that they completely ditched the awesome Warhammer Fantasy lore for... whatever the hell they tried to do this time. I just prefer The Old World over Sigmar's Backyard, which I am glad lives on through other media like Total Warhammer.
I liked the Old World a lot, but the new one seems to be ramped up to be as bombastic as 40k. Sigmar trying to reunite those worst affected by the Chaos victory is a pretty fun read, like his liberation of the Duardin (dwarves) and Earth shaking brawl with the Orruk (Orc) god that ends with them having a good laugh.