They really don't care about tournament or any form of competitive play so you should forget about it. The thing is that in your game with a friend you can easily overcome the problems you are talking about. You don't need the company to tell you what to do, you just don't if you feel like certain actions are not fair.
Of course that was also true in 8th or earlier editions. Technically, you could also buy a box of models, paint them and play with them against your friends models. The only difference is that back then you needed a model for a general, army book and a rule book in addition. Now you have the war scroll in the box.
So the idea evolves around you being able to buy any box or boxes in any configuration and start having fun. I expect that there will be no points at any stage, only new campaign books with scenarios to tell you what to use for them. But that is all. Whatever you want to play it is up to you. There is no such a thing as illegal army now.
So while I don't think their rules are well written despite being simplified (and I have a feeling that they simply borrowed from other games a lot) they are not good enough to ensure smooth game play.
However, I would not waste my time on looking for loopholes for the game you don't intend to play
I am currently enjoying KoW and thinking about armies for it!