This kind of objective opinion if quite baffling. I sometimes wonder if the only way a player considers there side as 'having lore' is only by having there side win at something. To an alliance player, the only way they feel they get any lore, is to have them become the goodie good guy winners and the horde to lose.
Reality is, you've been getting lore, you got lore in wrath with your character a lot more then the horde did, and just because the horde for some focus on lore in cata the insistent whining of 'Alliance don't have any lore we should win!' just kept coming and coming and coming.
If people wish for there side to come out on top, then all blizzard are going to do it allow them to think there side is doing so for one expansion, and then switch back to having the other side get the focus the next. You watch, next expansion theres doing to be a better focus on horde lore, and its going to start all over again.