From the NY Times, Dec 18, 2011:
http://www.nytimes.com/2011/12/19/ar...line.html?_r=0“What we’re trying to do now is figure out what our current audience wants,” Tom Chilton, World of Warcraft’s game director, told me by phone last week. “It became clear that it wasn’t realistic to try to get the audience back to being more hard core, as it had been in the past.”
So, yes, they designed Cataclysm to be more hardcore, and that didn't work. It's right there in the fricking Newspaper of Record, man.