Originally Posted by
rda
Expansion legendaries - started in MoP, you have to sub all the way through the expansion to get it.
Garrisons - started in WoD, you have to log in twice a week to get superb rewards.
RNG stats - started in MoP (warforged, etc), you can no longer realistically top your gear, have to keep "trying" all the way till the new tier.
Piling up of difficulty modes on instances similarly to raids - mythic instances and all that, infinite instances in Legion. I'd list challenge modes here, but they were different enough, so, fine, let's not make it worse and say that it starts with mythic instances.
Etc.
All of these things are (a) very easy to do from the development point of view - they are nearly free, and (b) make you sub for longer, you are doing the same content with a twist or two because of rewards. Now, I am not saying that all of these things are bad, that's a different discussion (and I'd say that only most of them are bad, one or two are fine), but the direction is undeniable - do as little as possible, reuse everything 4-5-6 times, space rewards using cooldowns and other things so that people *have* to stay subbed to get them.
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To put it even more simply:
The old way: we want people to stay subbed, let's release a patch with a couple of instances and a zone.
The new way: we want people to stay subbed, let's make the most powerful bit of gear require you to do something every week.