In my expertise opinion (lol)
The only way to keep players subscribed in this version of WoW (current WoW) is by giving players many "journeys" that can take weeks or months.
We all know THAT one group of WoW players with OCD about mounts, pets, toys, transmogs and achievement points.
Basically the most famous group in WoW in my opinion.
Preyed upon by the Blizzard's ingame Shop (no big problem whatsoever)
Basically this players follow a path to a journey in WoW.
We all do, even though everyones "journey" in WoW is different.
-----
There isnt much a MMORPG can do to keep players subscribed
IMO the only thing Blizzard can do is give us many more journeys for us to achieve.
-----
My opinion on how this journeys must reward you is extremely flawed...because im most of the time a minority and can only speak for myself.
I want Transmogs and single player world pvp quests. But thats just me.
-----
You guys think any of this is true?
If you were to embark on a journey WHAT would you want to do and what REWARD would you want?