Actually people got that idea from Blizzard. Elves in the books are gorgeous and graceful, and physically attractive to any race that seems to perceive them. Even Dwarves, that should have totally different standards about what is beautiful in their eyes, are mesmerized by elven beauty. And in the end, they inevitably end up bedding Humans, (All Windrunners) or trying to (Kael'thas).
So I don't think Blizzard has been any more mature about elves than the players have, in the past. They've been depicted as the standard of beauty of Azeroth, that exists practically always as a love interest to the Human protagonists.