Wow was 10x more casual than the most casual MMO's back then. The community back then was more restricted to servers, and there was no real macro community back then. If someone was a dick, they were ostracized from the community they were in until they either quit or rolled a new character (since there was no name changing service). There's always been toxicity in WoW, but it's certainly FAR more toxic these days than it once was.