They actually didn't do anything about Pepe, until we, the community made it into a big thing and it became viral.
At that point Blizzard realized they'd accidentally created something the community liked and decided to give us more of it.
Check out Blizzcon vids for WoD. Pepe is not mentioned anywhere. The fact that is was included wasn't planned ahead.
http://jordtron5000.tumblr.com/post/...p-breathe-some
So it's completely us, the community who is driving this. Blizzard is just giving us what we want.