I think this is Blizzard telling us that they want to make the actual game the game, and not just the "End Game", cause they spent a lot of time making this game, and don't want people spamming past all of it just to get to the raiding content or top level pvp content only. There is a ton of game that people just brush off as "that annoying leveling thing" when that is most of the game and most of the crafted story content that Blizzard want you to experience.
If you are doing it for the 50th time because you are an alt-o-holic, or have 16 toons per server so you can farm transmogs, mounts, and pets....that is entirely your problem, not Blizzard's.