1) Is he getting Windfury/Icy Talons from the raid? If not, that is a major dent in his DPS. Less White Damage, and less rage to use abilities.
2) If he has them, he needs to macro his DPS Racial Cooldowns and possibly trinkets into his Bloodthirst Button. I am an engineer, so I also have my glove enchant in my macro (/use 10). This is most likely minor, since few if any DPS trinkets in ICC are on activation. Here's the macro I generally use.
Look at all the unused space. Put some more HS in there.
Agreed this is the standard fury rotation, I insert my nose at the leftmost Bloodthirst button on pull then flop my head to the side until my cheeks trigger WW buttons, and reverse. You forgot Deathwish to buttons F1-F4, those you trigger with your left fist or a cat that you place ontop of the keyboard mid fight.
this right here is a case in point in how a warrior can start blowing. always whrilwind first, then bloodthirst.
This right here is how a fury warrior starts losing DPS.
Our hardest hitting ability is WW currently. I doubt that's any contest. However, this is PvE not PvP. We don't care about your highest single ability, we like highest damage per GCD.
In a standard rotation of 8 seconds, you use WW once and BT Twice. Therefore, your WW would have to do double the damage of your BT for it to be equal. I don't know about you, but my WW doesn't do double my BT damage.