For the unseen path. And for the alliance
I suppose “for the loot” isn’t very inspiring, even if it is accurate.
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For the Horde! I don’t hate the Alliance, I really don’t, but I just have no interest in playing it.
Dark Irons are pretty cool though.
The above.
As a retired Marine, i like to believe i fought for the people whose opinions i disagreed with equally as those i agreed with.
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For Pandaria!
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“For F***'s Sake!”
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For Gnomeregan.
For Quel 'Thalas !
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My answer is different based on what character I’m on.
For Ashnazg, during Legion it was definitely “for Azeroth!” The Illidari were all working together to bring the Legion to heel. But at the beginning of BFA, when the blood elf Illidari ran off after Sylvanas to attack Teldrassil and Darkshore, it became “for the Alliance!”
For Gnomeregan
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For Da Darkspear!
For the Alliance, above all!
From Sylvanas “tricking” 
the Horde into starting a faction war to Anduin showing up at THE BLIGHT CAPITAL OF AZEROTH with no way to counter it, a tremendous amount of harm was caused by the stupidity of way too many characters. What’s worse are the ones who expect us to just accept this. Thankfully various side quests and NPCs do a lot to redeem the game. Sadly, not enough at times.
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Definitely always been a For Azeroth type person.
Basically since WC3 when they ended the faction conflict and made the conflict against greater powers the core of the story.
I have no strong attachment to either faction. I play where my guild is, which as of around WoD, has been pretty consistently Alliance for OCE.
For Krexus
I’m for the vulpera
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Rosenivy mostly just saves the world all the time because they just happen to live there.
Their current faith in the Horde still feels a bit shaky after the whole “YOU ARE NOTHING!” moment from Sylvanas. That cut deep for him.
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For money of course.
Following that thinking, if forced to choose one of the 3, Urkiel probably would pick alliance if it was even possible to join, you know, more nobles and less people wearing loincloth mean more pockets to peruse…
Although protecting Azeroth do have his advantage, with all the keeping a world to live on and not you know, die with it if any big bad succeed in his world destruction schemes.
The cookie gnome.