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The problem I have with WOW is its last four years of development seem to take on this concept that the game needs to have frequent changes and Continuous Quality Improvement (CQI). The latter is a business concept in which processes need continuous monitoring and tweaks to improve quality; a never-ending process of change.
The problem with this is it steals away the fantasy theme of "always", in which there is this simple beautiful world which always is. Also, the never-ending change is frustrating to many as it causes us to relearn how to play over and over and over. Change, even positive change, causes churn (i.e., some in the player base will quit because of it).
So, over-simplification and CQI (continuous change), IMO, drives players away. Certainly drove me away; I'm just sick of every time I sit down at the WOW table, the rules have changed. Also, IMO, development management doesn't know what the h#$L they're doing; they're driving this game into the ground and fast.