They want you to pay.
I'll try to be as constructive as possible here. The more you play, the less time you will subscribe, so Blizzard has done everything they possibly can to slow down your gaming experience to keep you subscribed for longer.
AP/AK
They say they want AP to come 'naturally', but there's nothing 'natural' about the AP/AK system. The system has been deliberately designed to make you feel like waiting for the next 5 days for your next order instead of playing the game now. The more you wait = the longer you are subscribed.
Time gating
The less you see, the better. With content time gated and players waiting weeks or months for the staggered release of content (e.g. LFR, flight), Blizzard feels as though they will subscribe for longer.
No more destinations
Blizzard has also removed the ability to really 'complete' a lot of their content including reputation farming. You can no longer ever really finish reputations. This might sound like a good idea on paper ('if they never finish the reputations, they'll never unsubscribe!') but when people realise that there is no longer any goal to achieve, they will stop bothering.
Nerfs
Every lucrative source of currency has been nerfed to oblivion (Mythic+ AP, Nethershards, Mage Tower AP, etc). Why the nerfs? The slower you earn currency, the more time you need to buy items. More time = subscribed longer.
I hope that we return to a 'gameplay first' model rather than a 'metrics first' model. That is the way to retain long term subscriptions as opposed to cheap tactics like AK.
From the US Forums by Ikhj - https://us.battle.net/forums/en/wow/topic/20753797048