One of the things that Blizzard didn't do that other MMOs did was reveal its sub numbers. That was really transparent. Unfortunately, they stopped doing that. That is bad ethical practice.
However, I also noted that other MMOs make you convert real money into in-game currency (e.g., Crowns in TESO). That is the only way to buy things from their in-game shop. (For example, TESO sells costumes for "crowns", whereas Blizzard just charges real money for their services). That way, other MMOs keep you from really knowing how much real money you're spending on things, only the amount of in-game currency. You could say that Blizzard doesn't do that because WoW is old and the practice is new, but even in Hearthstone they do this more than other CCGs. For example, Shadowverse charges 100 "crystals" for a card pack, whereas Blizzard charges real money. That way, you know exactly how much money you're spending. This is transparent, and they haven't stopped doing it.
So. Is Blizzard still the "good" company we fell in love with?