This. The best times I had in WoW were when I did not feel the need to play WoW but just could do raids or have fun with my guild whenever I liked. That's why I left in WoD, ignored most of Legion until the end and continue to ignore BfA. Don't force me to play. Don't limit me in my play. WoW is not some kind of mobile game, where you have to try to get your customers addicted so that they log in every day and maybe spend more money on your game.
That said, my ideal version of WoW would focus on guilds as a community tool. Servers are not a thing anymore, but i feel the need to have close people I interact regularly with. I would login to WoW to meet those people. I remember in Cata where I just flew hours in circles in SW, talking on TS with my guildies. Doing stupid shit with them. And raid with them.
Now I feel that everyone just does their daily chores, has enough, because WoW feels like work and logs off.