thats the biggest problem of wow atm
its incedibly booooooooooring
nobody wants to play boring games
TF maybe pissed of mythci crybabies but it was rewarding and fun .
now everythign you do feels pointless
so people play FF 14 instead wow - because there they can progress their chars instead being bored.
ESO capitulated too and is changing their gearing model.
i have strong suspition that 10.0 will change nothing - people wont even come back for launch and only then we will see "heads rolling" in bizzard hq.