With 9 mio subs (+/-) WoW is still at massive succes. Hell, even with 5 mio subs
Consider this - a game like LotRO has around 500k subs (F2P) and it's considered a HUGE success. Blizzard taking hits on their subs is not necessarily due to the direction the game is taking. The game is just getting VERY old and players move on.
Numbers are an indication - some people put far too much into it