maybe just maybe they are losing subs because people are just done with it. found a better game(remember that alot of stuff is also releated to the old code they where using.) and blizzard even said they never thought wow would be this big. they though it would stop around 500k subs or so. i'm sure blizzard would love to add tons of stuff. but alot of it is just imposible to add.
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keep dreaming. even with 500k subs a mmo can still earn there money.