First of all, I loved playing WoW up to Cataclysm. The environment with all of my friends, the raids that were challenging and fun, the heroic dungeons that were rewarding to complete.
When Cataclysm hit, most of my friends have left the game for brighter games that are fun to play. WoW turned a wrong direction when they started to fold to pressure from other games which were an actual danger to the game.
Warhammer online brought one of the punches by changing how people queue up for Battlegrounds. Allowing people to queue up from anywhere made people who used to gather in one area, queue from any part of the game. This lead to dungeons and heroics queuing from anywhere in the game. Soon enough the game started to fall apart from there on.
Heirlooms brought imbalance to the game where people would no longer roll on any gear and dominate any battleground except for above 80. Owning these pieces of gear made leveling ridiculously easy, and made it so people don't have much to look forward to, because the heart of the game was upgrading your gear.
The final blow to world of warcraft, was allowing people to fly in azeroth. Now you can fly anywhere in the game, which in this sad state of the game, is used to fly on top of buildings while you wait for arena to queue. With all of this in mind, what is there to do in World of Warcraft now that people do not do anything with other players besides arena and raid now?