Ladder is just not a very interesting concept for many players. 90% of players in BW played custom maps. Same as in WC3. Just ask anyone on the internet what they remember about WC3. Most players will cite custom maps or the campaign.
Oh and if you want to build a team around aura whoring get Doom with Vlads, eat a wolf + Drow who dominates a Centaur
Its hilarious when every ranged hero has like double damage from all the auras