It's a lot of mixing the structural for the practical. The issue isn't that Steve imported his idea of an antagonist from another game, it's that his antagonist sucked. It's not an issue that Metzen reused SC for WC3 because it worked, and it's bad that he reused it in SC2, because that sucked, etc.
On a more practical level, by far the most successful thing they've put out in terms of multimedia lately
was the Alleria animated short, which incidentally was all action. It has more views than the TWW release cinematic, Dragonflight and Midnight combined.