I thought about it a bit, and I think this is no-win for Blizzard in a couple of respects.
My understanding of Brawler's Guild is that it will let the very best players show off the same skills they use in those insane YouTube videos like the ones with the hunter or DK soloing insane boss fights, but do it with people watching. By its very nature, this will exclude the vast majority of WoW players because we aren't the best, don't have the best gear, and aren't tight enough in our execution or knowledge of boss fights.
Where this is hard for Blizzard is that since this is the cool new thing, everybody wants in, everybody wants the rewards, and everybody thinks that since they are paying they should have access.
So, how do you create high profile, special content for the elite few, but let everybody have it?