It's really hard to tell. I mean, I'm pretty sure we know the expansion didn't turn out the way they intended. We seemed to have lost the non-plot patch (to clarify, I mean how most expansions tend to have a patch that does a little detour from the main plot, like Ulduar setting aside the Scourge to deal with Yogg-Saron, or the Thunder King setting aside the war and the sha to deal with Lei Shen), but even the initial content is extremely inconsistent.
Right off the bat the story can't seem to make up its mind if the Jailer's real name has been lost to time or is common knowledge. The announcement trailer (until the end) and launch cinematic also showed the Jailer chained up like the Runecarver, only for him to be walking around freely in the expansion with no one ever questioning this. What I'm trying to say is that, from the beginning it felt like the expansion was working from three different drafts of the plot simultaneously.
Of course, that isn't to say any individual writer is that bad. Personally, I keep imagining someone on the team who had or knew of a really good plan for the expansion only to see it cut up like this and massacred by these overlapping drafts, and I feel really, really sorry for them. Like I've said before, I believe that this story really was built on leftover ideas from the past. An Ask CDev answer from 2011 said that Arthas and Ner'zhul were both holding back for some reason, but refused to elaborate as to why. Unfortunately, Zovaal using the Forge of Souls is one of the only times it's actually shown that he was planting seeds in past plots (and I legitimately wonder if the soul grinders were meant for something like this all along, because they were conspicuously unexplained despite being the set pieces of the dungeon), but I can imagine other ideas existed and it's super frustrating to anyone on the team who knew that and it didn't make it into the game.
However, reworking the story on the fly is a consistent problem for Blizzard. This isn't the first time there's an interesting setup, and sometimes even a dramatic payoff, but the problem is that by the time we get from the former to the latter, retcons have ensured that they don't actually line up anymore and the emotional investment is just gone.
I'm even more fascinated by that Jailer concept art now more than ever. That concept art makes way more sense with Zovaal's now-complete character arc. He was an Arbiter who was willing to sacrifice anything (even everyone else >_>) to save everything. He started out as a good guy and seemed to have continued to see himself that way. The more classical godly artwork for him actually makes perfect sense. I'm starting to wonder if the only reason he didn't end up looking like that is because the writers were overruled by suits who demanded that they capitalize on the Lich King's popularity by making Zovaal look like a cheap knock-off, despite it making absolutely no sense for his history or character.
Part of me really wants to see a real, not just PR, post-mortem someday, but the other part of me is worried it'll be depressing thinking how much better it all could have been.

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