The reason I don't understand why people think the game/universe of Warcraft has to end sometime in near future. As far as I'm concerned they are still making new movies (well, a reboot) of Stat Wars and how old is that excactly? 30-40 years? It would be stupid them to shut it down completely. They have their fanbase already and there's nothing holding them back to expand it more and I'm sure there are lots of people expecting it also.
With Warcraft movie coming also in couple of years, I don't think WoW is going nowhere. It's just how it's going to continue is different matter of fact. And we see they've hit the bottom with Cataclysm and have started to fill the holes, in my opinion, really damn good.
I think the next expansion will be quite critical for the game and I'm sure they know it when they had 70 developers taken back to WoW from Titan.
PS. Have they ever actually invited known people from PvP (Reckfu and handful of others) to their headquarters to discuss and hear their opinions about the PvP and how they could improve it?