Financially it's undeniably been doing well. But the next expansion is arguably going to be the most important they've ever made in terms of demonstrating to the playerbase that they are still capable of delivering a fun experience, one that eases off on all the timewasting bullshit they've been putting in the game lately and doesn't have a laughable story. When they reveal it I need to feel like "Yep, they listened, they've still got it". If it smells like BfA/Shadowlands then to me the game is done at that point and there's probably no going back.