wow is suffering because there is no active social community like there used to be which made rewards worth getting. If you get a fancy mount/title/or tmog no one gives a fuck and if youve been playing this game for long enough it isn't satisfying to yourself anymore either. There is no reward they can put in that will make the game worth playing. In mop we blamed the theme of the game, in wod we blamed the time travel, in legion some players with distracted enough with legendaries shit but a lot of others gave up after seeing that even with a proper theme the game does not live up to old expectations, now with the legendary shit out more people are starting to realize how empty and pointless it is to play an mmo when rewards dont mean shit when theres no one to share your victories with