It wasn't winning then, either. "The game begins at 60", was a saying back then. End game has always been the aim.
A lot of people also seem to forget that MoP is in its twilight, and very soon 90 will be 10 levels under max level. Who cares if people will get a free 90 so they can run SoO LFR to kill time until Warlords comes out? That's not exactly what I'd call winning.