I wouldn't be surprised if WoW falls into a similar issue where the game has been trending and designed toward a demographic that may not be the core fan base. Could end up being a self-fulfilling prophecy, where you 'weed out' your fanbase until the only ones left are the ones who align with your new ideals and design. Regardless, the ads themselves do have a veneer similar to a lot of advertising campaigns of major media outlets as of late, where you become antagonistic towards your established fans and attempt to pander to whom you wish were your fans but likely are not or never will be fans. This isn't to say Blizz specifically doesn't have people who care about the game and its direction, nor is it to say that all the criticisms came from actual fans or players. The problem is that the front face of Blizz (especially in light of their recent history) isn't in a position to attempt to be cheeky towards criticisms or joke about them... that's something you earn through your actions and established reputation. It's not a good idea to throw shade when you yourself are in such a weak position and have a poor reputation.