The sad thing is, they have. The guy who used to run Scrolls of Lore got hired by them SPECIFICALLY for this job. However, they're a gameplay-first company and the lore department has pretty much zero say against the devs, leading to the absolute, horrific mess we get ingame versus how things tend to mesh much better amongst one another in the novels (Golden, at least, can keep track of her own plot developments between books, unlike the Blizzard devs between expansions).
I imagine much of his time on the clock consists of sobbing into his hands as he's completely ignored by the would-be rockstar devs sipping expensive coffee while they drive the game into the ground.