I don't really see this trend changing within the community for the near future. As long as WoW's subs are absurdly high, it will be the standard, and anything that doesn't reach that will be considered shit by the community. Even if they design a better game. It's as though people don't expect a gaming company to have to grow into their stride, and pick up their playerbase along the way. You know.. the way WoW grew. It didn't just appear with 9 million+ subs. That took quite a bit of time.
So, in the long run, games won't be able to properly flourish until WoW starts to lose popularity and decline heavily. The saddest part about this is, it's a community -created issue! Blizzard isn't keeping other gaming companies down. They were just in the right place at the right time, and for all those companies who follow that aren't, nary a fuck is given for how good their actual game is. Word of mouth circulates that it didn't sell 2 million boxes, and the harping begins. It's sort of a snowball effect, because it turns potential fans off of the game, before they even give it a serious look.