The bottom line always has been, is, and always will be that Blizzard doesn’t employ talented writers. Blizzard’s writers can create material that excites and intrigues - but coming up with a unique character identity or lore tidbit is the easy part - the hard part is maintaining logical consistency and the sense of verisimilitude in the face of constant new additions and an endlessly expanding universe.
Blizzard’s writing has less narrative consistency than the Loony Tunes.
The alternative is that Blizzard has good writers, but prevents them from effectively doing their job. Either way leads to the same outcome - just don’t take WoW lore seriously.