Eh.
For 0 dollars I can get hack and shoot gameplay of warframe, the space fighter gameplay of starconflict, the hack and slash of vindictus, the shoot and craft of firefall, and the raiding of rift. Those games mainly sell cosmetics too.
WoW is only one game. They've done a lot with it and I applaud their efforts with pet battles, brawlers guild, arena, raiding, ect but it's just not enough if they are going to charge me for logging in. Some people, obviously, are fine with it and that's great for them.