They must generate a lot of money from the ingame store. They push out more mounts and pets more frequently. It used to be just about two a year, now it's a new one every few months. They added cosmetic gear and will likely add more. And they just made it possible to buy a level 90 character for 50 euros (60 dollars I think). With the amount of classes, people wanting to reroll and try different classes, they likely get a lot of money from that and will get even more in the future. They will only add things to the store, and if sales go down, they can drop the price. "Get your level 90 for 50% off". "Get every class for 100€ limited time only".
Is it possible the money they get from the store puts less pressure on them to address these terrible content droughts between expansions? It only got worse over time, even though they promised they would try to do something about it. I feel that they would be forced to put out more content between expansions if they didn't have the sales from the ingame store and even the other services they offer. We tend to think like, "I like this company and the game, I want to support them, so I'm gonna give them money for these things and even get something out of it". It seems like the right thing to do, support them by giving them more money, so the game will do better, but do they actually put effort into making the game better? Do they use the money they get to finance other games instead? By not supporting them through things like the ingame store, could we actually get them to realize they have to put more effort into keeping players subscribed?
edited the OP, sorry for the confusion
Moderator Note: Thread title changed at Nindoriel's request [ML]