Rewards like meaningless azerite grinds to oblivion, excessive time gating and horrendous reputation grinds? I still enjoy BfA mostly for pvp content, but I don’t feel “rewarded” for the contents I do anymore. Gearing and progression just don’t seem to go hand to hand anymore, but hey that’s another topic and opinion for later. Look, i’m not saying I should get a free level 100 boost instantly or a free Alabaster mount, but just like the anniversary gifts before and during MoP, and I also think parts of WoD. There was always a cool and niche item you got, even if it ended up becoming worthless.
My whole point is if the whole business process is to bring and persuade in customers to buy the game. It would also be wise to keep the customers intact and feel rewarded for their loyalty. Otherwise, people will start to be aware of a company’s status and believe they are going off the rails. In fact it is getting oddly suspicious Blizzard is not showing their subscription numbers. 
They use to take pride on how they we’re best MMO in the time, but I guess “Times Change”. 