I view it differently. Having seasons in this game actually makes it friendlier than before, same with 'resetting progress'. Let's take TBC, for example: wanna do heroic dungeons? Sure! But first you must grind-grind-grind to reach heroic reputation with a specific faction within the zone to be able to buy the keys that unlock heroic mode for the dungeons in that zone. Want to raid Karazhan? Sure! But first you must do a long quest chain involving dungeons to get the key to enter the raid instance.
I also view seasons as good and casual-friendly because it means no matter at which point of the expansion you start playing, it's not harder to reach a certain level regardless if you start playing at the start of the expansion, middle or end.
Nothing really stops you from going back and doing previous seasons' content. It's not like those are removed, neither you are 'railroaded' into the most current content.Saying "Oh, we are done with that now" and throwing everything I worked on away is not casual friendly. That's the opposite of casual friendly.
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Chess is also not live-service game. Chess doesn't have expansions and expansions on top of it.
And how would a "horizontal class expansion" work?2. In this particular example, there is nothing stopping Blizzard from adopting a more horizontal class expansion where new options are added rather than overhauling the core kit.

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