This reminds me of the "End Times" of Warhammer Fantasy. Makes me wonder if GW are gearing to completely strip down 40k to its baser elements like with Age of Sigmar.
Looking just at the models (becuase I don't want to get invested in 40k lore again) I kinda don't like the primarch model. His torso just seems too short, and his legs too long. And that face... I'm sorry, but aren't most primarchs described as earth-shakingly handsome?
Cipher looks cool, and the update from the old gunslinger model is welcome. It looks a lot more dynamic, and the new and additional details are really eyecatching.
Voldus on the other hand..... Could easily be mistaken for a kit bash. Heck, if GW published a unit entry and no pictures, converters would likely have built a much more impressive model. There just doesn't really seem to be enough to make this model stand out to me.
People from Warhammer TV have very clearly said that this isn't the End Times in 40k, just story progression. They could be lying or misinformed, but they've been pretty accurate lately, so I doubt it will be.
I like Girlyman with the helmet better, so the weird head doesn't bother me. I can see the issues with the torso, though.
I don't think that Voldus is as bad as you claim. He's not that unique, but he's got a distinctive 'Tired, but still fighting' kind of aesthetic to him that I like.
I'm assuming that this is gonna be another triumvurate like the other ones, possibly a 'Triumvurate of the Adeptus Astartes' or some such schtick. If so, we'll probably get to use these characters in any Imperial army, which will be... Interesting.