I am convinced they should stop telling the story in the game, and switch it to another medium, like a single player RPG/RTS. With the game's expansion supporting the story of the single player game, and exploring the continent and new areas of the world, new peoples etc that it introduced.
Reason? The story is not being communicated well or possible to be managed decently in this medium. Too many weird changes, often for gameplay mechanics that should not affect the story. at all. It really has hurt what is an otherwise very rich and interesting world you could have built a movie and television empire in adiditon to the gaming one on top off.
They can't even tell a decent story for long without undoing it because people get so distressed and quit before they can even tell the whole thing through because as a game they have to tell into in stages with long breaks in between were people just panic and QQ.
Think of all the special things and nice touches that have been lost because of the format of game the MMO has taken.. remember how warlocks use to only be horde, as well as shaman, only night elven males were druids. Where the entire tauren race didn't have to learn to become priests so race could have more class options.
While most critics say they could have done much better even with this format.. truth is they didn't, and weren't willing to. They made astronomical efforts with the art, the tech, the programming, the game systems even, but didn't care enough to make the same level with the story. And while it did improve, it could have been much better.
Leave wow to exploring the world and the peoples, let the big games tell the huge world events.