There is a lot of threads on LFR (the good and bad) and subscriber wins or losses and so forth. I feel that the main underlining issue is player engagement, it has really taken a hit. This is tied directly to the difficulty levels currently in WoW along with not meeting the desires of various target groups.
Player Engagement = Motivation = Engaged = Fun. Clarity creates control. Most players know what they don’t want, fewer know what they really do want. Relationships are the central nervous system of any MMO. This is the largest hit within WoW, compared to where it used to be.
Many players are un-engaged, not because they have a great reason to be, but rather because they have not been given a great reason to be motivated & engaged in today's WoW.
I do not feel Blizzard has done a good job with:
1. Having a vision of where they want to get to.
2. Clearly and persuasively communicate that vision to players
3. Be consistent in their behaviors
This post is about my opinion and how I feel about Blizzard's direction in the past 2 years or so. I believe that direction has been poorly envisioned at times, unclear at times, and I also believe that unhappy or ex-players are potentially Blizzard's best source for learning.