However the people in charge of WoW knows it is a business, and they do things that they know will keep more people paying, even if means less people playing.
Hard concept to grasp, and in WoW it doesnt really pay out as it does for other games.
The paying players of EVE Online for example collectively pay to CCP almost 4 times net revenue than all the players of WoW do to Blizzard. That is because many players in EVE have paid like 100 years worth of payment, and most Blizzard players think twice in paying a 6 month sub and buying one or two mounts. EVE Online players buy virtual crap as a norm for most of the paying players.
The EVE online information can easily be known because they have audits. WoW information is more tricky, but you can know the revenue of individual games, despite not knowing how many they are.
Lots of differences between those two models, and as Yoshida said, tending towards selling things in MMOs is a bad design, because to sell you need to make, and to make you incur in costs. The cost of making an item in a shop in a game is high, and only justify if you know or can push that item to a certain number of players, and each player is a cost in itself.
In EVE many people talk about the fact the one player pay for a âfree playerâ, but that is mechanically difficulted by the game, as more players mean more costs, and they rather have the player spending money in thing for the player self rather than adding another cost player on it.
So all in all, many things people say âBlizzard dont do because they dont want itâ, it is rather because it is not worth it. And lately, many things are not worth it in WoW, that are in other games, because the of the crappy demographic prevalent in modern WoW.
So yeah, it does not pay off to expand wow if not at the cost of shrinking other parts of WoW.