But good villain is when bigger & badder tho
If villain isn't bigger & badder how get invested?
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This has been discussed. Other factors jossed Ashes, Sojourn was a lucky guess and we knew she'd be coming for months before.
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Firstly, even when it was current and people were very invested in disliking it, WoD was still considered to have an extraordinarily good raiding experience. WoD remains fairly fondly-remembered by raiders despite being probably the most maligned expansion for everyone else.
Second, lorewise, I really can't see how Shadowlands could be near-equivalent to WotLK.
Third, the content of TBC was very well-liked and even though the raiding and lore were both fairly mediocre, the actual developments were very good in terms of gameplay and mechanics.