If I remember correctly, Vanilla wasn't about a linear lore progression as much as it was about you being that epic adventurer braving the depths of BRD and slaying the Alliance (FOR THE HORDE!). Yes it had some key characters but the lore in vanilla was based more around you and a your friends etc. I'm a huge fan of that. WoTLK wasn't bad until they added LFD, I'm a firm believer that's was the exact moment WoW started dying to me as an individual. I thought WOTLK was great at first but then LFD. It broke communities up, part of a server community was remembering who you went with into 5 mans, shit I remember people from Vanilla still and the coolest tank ever in my TBC raids (Eltorro, fucking badass Tauren Warrior).
WOTLK was strong up until then, WoW was an mmo now it's it's more like a do this and that and fuck community now.
Yea LFD came out and then we went from running dungeons with our guildies to running dungeons with our guildies.
It was a tragic day where everything clearly changed.
Why would you even need to run it with your guildies? It required absolutely no coordination. I mean yeah, you could but there really wasn't much too it other than rolling your face on the keyboard with aoe moves keybinded to very hotkey.
Second of all, server community goes farther than guilds but the server in itself. You meet people from other guilds, possibly play with them often, that's an MMO.
Wrath bored me because it had too much content irrelevent to the central theme of a war on the Lich King.
Here is raiding in Wrath.
Naxx - "killing Scourge, awesome!"
Obsidium Sanctum - "Black Dragons, ok why are we fighting these guys?"
Eye of Eternity - "Another bloody Dragon? can I please go kill some Scourge!?"
Ulduar - "Ok so I am going into an old Titan City because a dumb-ass Dwarf wants to dig up stuff, why? I don't care really I don't! (you care even less if you are Horde)"
ToC - "A f**king tournament!!? WHY?! Can we please stop procrastinating and go kill something Scourge related please!"
Ruby Sanctum - "ugh Dragons again!"
ICC - "Arthas? Wow totally forgot about that dude, time to go fulfil my very reason for being here in the first place!"
Malygos and OS and Ruby Sanctum is reasonable thing since we always got some great drakes to kill. ToC is scourge related, Twin Valkyrs & LK's right hand Anub'arak. Ulduar is connected to northrend legacy, incredible stories. TBH i think first thing that Greg Street lameCrawler lose tons of subs is not only that MoP suck, but also people who played first 3 WoW parts, used to be play Warcraft1-3, and if u had played W1-3 you were like spiritualy connected to this lore, filled with love and massive joy. That's why some people don't feel it now days, storyline is bad.
THey could've continued good old way, for example make Naga race, make class like Deamon Hunter(Ilidan) or Blademaster(Grom Hellscream) I think continuing old good lore would keep Warcaft society forever. Greet Street is a fail they will pay price for letting him screw WoW, Monk class and Pandaren is a slap in the face for Warcraft society.
Quick Example how story could go my imagination after Wotlk: Burning Legion is back Netrezims play major part in invading azeroth, lot's of good pvp with place like Wg, Pve Raids with modification of Infernuses, some Netrezims and can't remember in english that type of guy (Manoroth) Sylvanas betrayes the undead and joins Netrezim. Huge absolutely huge permanent war is up in azeroth, Thrall and Varian runs to Northrend, because Kalimdor and Kingdoms is doomed. For horde last boss fight MANOROTHS son, Garrosh Hellscream supports raid members, as his father fought Manoroth long time ago.
It is easy to continue great Wow's legacy, but GC thinks by sucking up to China he will keep game alive, wrong person Blizz !