Blizz did an interview on Reddit, most of the focus was gameplay, but frontpage here summarized the story bits
https://www.reddit.com/r/wow/comment...con_interview/
I get that you can't ONLY listen to players because that's basically the same as feeding a kid nothing but candy and icecream, but when they talk about highs and lows, they have to realize that for a lot of Horde players it's been lows and... no highs, for a long time, given SoO was not satisfying since Vol'jin and Baine and Thrall didn't DO anything in it, and WoD and Legion left us in the background.The major story arc for an expansion is planned out months to years in advance.
The Alliance will learn of Saurfang's escape from a Horde hero in their midst and try to understand how a prisoner escaped from under their nose.
There's more to creating a story than just listening to the community's perspective. Stories must have highs and lows then invoke different emotional responses from many different people in order to be meaningful and that means sometimes having frustrating moments which may be upsetting to some fans.
There has to be a balance between highs and lows in a story.
The PTR is when they’re more likely to take feedback from confused players and change things. Ultimately they feel that they need to trust creative impulses within the team and be story-focused, but they do listen to feedback.
Burning Teldrassil was a low for a lot of horde players too since it was dumb and few people Hordeside ever really wanted boring nelf lands.