The developers just need to go back to putting in the actual time and effort to design unique quest chains for the factions. Vanilla, TBC, WotLK, MoP are all very memorable because neither faction is specifically evil, and both are focusing on their own questing paths...the appeal is in HOW the factions tackle those problems.
The Horde should be unapologetic, and about taking action, consequences be damned. Deal with them when they come --- But this shouldn't be written to make them evil.
Alliance should be more strategic in their choices, trying to find the best solution.
The approach to the Pandaren Starting zone with the difference between the two schools of thought is a perfect example of this. So is the Original Onyxia quest chains.
Alliance Onyxia Chain: Internal political drama dating back to the Defias that culminates in uncovering a Black dragon posing as a noble
Horde Onyxia Chain: Dude, we are the horde. Let's kill dragons to show how badass we are. Oh snap, there is another Horde aligned with evil black dragons. Let's take them out.
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Not trying to absolve fault, but Sylvannas made a good argument to convince the Horde to go ahead with the War of Thorns. How long before the Alliance got to choose the Horde's fate? Especially if they got their hands on Azerite and the Horde didn't? Varian was gone, Jaina was out for Blood from Theramore, Genn was out for blood from his son, etc. Lor'themar also saw first-hand what happened under that type of leadership with Garithos. Again, not absolving them...just pointing out that there is a rationale that makes sense here for why they agree and join her.
That said, the worst part about all of it is how Alliance players act like Horde players have a choice in the matter. We don't. We are either forced into doing these quests, or we don't get to play the game. It sucks just as much if you aren't about that WC2 life, which most aren't.