That is the issue, because something happened, all the players want from alliance is to have the entire game benefit them now. Its end game and everyone should be enjoying it as this is it. No more beyond this. No more levels, no more spells, no new talents.
Instead of trying to give alliance their fair share when it matters to rank faster now that you need 500k for 1 rank instead of 500k for all ranks for that phase.
Its a seasonal server and damn someone if they want to get gear in a temporary game mode?
I personally want to return the game to premade vs premade; Pug vs Pug.