Ideally, there would be no "end" in WoW with constant content updates, but the reality is that the content doesn't come out quickly enough or in great enough volume. And knowing Blizzard, unless they seriously overhaul their development teams altogether, that isn't going to change.
You're right in saying that it "just isn't WoW", but I view that as a problem. Subscriber numbers are dropping substantially, and even if it isn't apocalyptic, something is definitely wrong, and something has to give way. Dynamic content may be what WoW needs to pursue in order to survive, and I truly do not think that it can survive on the raid/daily zone patch cycle model. The game isn't riding well on MMO novelty anymore and it only faces more competition with every passing day. Something has to happen, and I think that the heavily reward-centric model is at the center of the problem. Content desperately needs to stand on its own merits, even when disassociated with rewards. Yet, that just isn't happening. Thus, change is required.
I can honestly say that I would not play this game if it weren't for my good friends who also play it, and vice-versa. These days, we do a lot more stuff in other online multiplayer games, because it's just more engaging and less tedious, with less stick and more carrot. We find it very hard to justify going and doing something like LFR over a DotA 2 game or somesuch, outside of the gear reward. It doesn't help that the very same rewards will be ones we replace down the line, and that not receiving the rewards we were after make the whole thing seem like a waste of time.
Perhaps if Blizzard worked faster and delivered more content, this wouldn't be a problem. But with 6 months in between raids, and at least 3 months in between zone hubs, it isn't enough, especially not with relatively underwhelming content batches such as Battlefield: Barrens. So, I think that Blizzard has to change their strategy up and focus on forms of content with longer-lasting value that don't rely on rewards as heavily, to keep people coming back for better reasons.