Honestly, this Argument going "Buhu we need better endgame." is bullshit, but everyone things he found the big point to save the universe. Get out of your mindset for 5 seconds, attempt to see things objectively and really list what the WoW Endgame actually is. In fact, the WoW Endgame is probably the biggest of all the other MMOs which is one of the reason it still stands, and i hardly doubt this is the reason the subscribers run. There is no point denying it. Yes, it's one raid that counts after all, yes its only the same in 4 different versions but SoO is a quite allright raid with bosses that are quite different from one another with an not-bad of a lore behind it (even if i dont know when they digged that hole but nvm). So what would more Content mean to you? More raids? More Bosses to kill? I doubt it. Doing something else? Well you have quite a bit to do next to it. You can play your little economoy-game there, you can go to the brawlers guild, so on... But thats not the right thing either as you said. So what is then?
Oh. And about the Island: The island is indeed bad to me aswell. Why do you need normal/heroic gear if you are not raiding? Well you sure dont need heroic gear but even if you are Casual-Bob you want a piece of the T-Set because of their look AT LEAST no matter how you twist and turn it and i dont see a reason to deny that. In fact, i actually liked the approach that you could get parts of your sets in WotLK by raiding, and parts via Emblems, but they completely fucked the whole system over in Pandaria, ruining it completely with the mindless isla- timless island, which has the worst system ever. Equipping your twinks? Well, guess what, im heroic raiding and my main is stuck on itemlevel 544 because nothing fucking drops and was stuck with Wristguards from TDD-Normal, since the BoAs on the Island gave me one pair of those wristguards, and with essence only produced a totally useless armorpiece with absolutely unusable stats. So you 1. have to find the right piece 2. find an essence 3. need to be lucky to get the right set of stats that even remotely fit what you need.