They are continually removing reasons for people to play, especially for people who are not in hardcore raiding guilds, and even many of those are losing their reasons to play with continual server merges, loss of guild names and the eventual death of guilds.
All this game has to offer at this point is the path from 1 to 50 since the end game content is losing its perks to play it and many are losing their access to the gear required to play it without being in a hardcore raiding guild. Yet soon they will no longer charge people to play from 1 to 50, it really seems like there is no one at the helm here with any clear idea of where they are headed.