Maybe it's just because I'm a sucker for storyline and lore and whatnot, but one thing I've been noticing in a lot of zones now is that npc characters are now reappearing throughout the zone, giving it more of a storyline feel than the usual going from the quest hub to the objective and back 50 times.
For example, in the goblin starting zone, you get the main characters at the start and then they show up at every other stop through the zone. Not only that, but the fact that there is no permanent hub for much of the zone gives it more of a going-forward feel. Hell, by the end of the zone you can remember the names of almost every npc and get a real sense of accomplishment from completing quests.
Again in Vashj'ir, where the whole zone feels like a fight for survival with the same group of npcs. Find a new hole to hide in, fight off naga, try and attack naga, get asses handed to us by naga, etc.
So, to the question, is the entire point of phasing to give more storyline immersion and, if so, is it as effective as I claim it to be here?