It’s not perfectly true. Spec representation is a function of both performance and broad appeal, with performance being the major factor. So if you make a spec perform well enough people will play it, but it can still be evident that people aren’t liking the spec.
As I said, SV was on par with MM and ahead of BM in Season 2, yet it saw a fraction of the representation. In Season 3 its performance is extremely far ahead of both specs especially BM yet it’s only slightly ahead in representation. In fact BM is even ahead of MM now despite the performance gap which should hint that the current MM gameplay is disliked.
Compare this to ranged SV. It was usually popular unless it was totally unviable like in 6.2 (a level of unviability never seen by melee SV). In Siege of Orgrimmar BM was ahead in DPS slightly but SV saw quite a bit more play. In Highmaul SV was considerably ahead but nowhere near as much as it is now in 9.2, yet it was by far the most represented spec in the entire game.
Generally people played ranged SV unless they couldn’t, and they avoid melee SV unless they can’t. That’s the trend.
Wildfire Bomb is actually the best part of the spec in my opinion. It’s the most aesthetically and mechanically unique part. It’s pretty awesome aside from a buggy implementation and Wildfire Infusion is a genuinely creative and original talent.
The problem is the rest of it, in particular the melee. How does a grenade like Wildfire Bomb fit alongside the whole “melee berserker” angle of Raptor Strike and Carve, or the “pet companionship” angle of Kill Command and Coordinated Assault? From a thematic and aesthetic standpoint SV is the most directionless and confused spec in the game. They don’t know what identity to go with so they’re just trying everything at once.
Because of this, despite the entire spec now revolving around Wildfire Bomb, it’s been the target of criticism from SV Hunters themselves and a lot want it removed in favour of Butchery… a physical melee ability so generic that no one would think it out of place if they made it a Warrior ability. I think the opposite: Wildfire Bomb should stay, melee should go. And yes, Wildfire Bomb as a cone would be annoying at range. The solution is simple: make it a point blank AoE instead of a cone.
As for the general gameplay flow of the spec: honestly, it’s fine. There’s nothing particularly wrong. Raptor Strike is generic, multidotting with Serpent Sting is bothersome without a spread mechanic (something that ranged Survival had baseline, by the way), Coordinated Assault and Kill Command are lifted straight from BM, but there’s nothing egregious enough to make it play badly like Legion Survival did.
The thing is this isn’t a matter dependent on being melee or ranged. It could be ranged and have exactly the same flow. So why cling to melee? Yes, some people like the idea of having to balance melee and ranged in PvP situations, but that’s just it: some people. It’s a very niche preference. And the elephant in the room is that it used to be a popular and broadly-enjoyed ranged spec.
There’s also the nonsensical design where Hunters are heavily built and themed around using ranged weapons to the point where you start with a ranged weapon and not a melee weapon, yet a spec choice at level 10 tells you to abandon it for some reason and find a melee weapon. And the fact that Survival is ostensibly meant to be about versatility, opportunism, utilitarianism, and using every tool available yet it arbitrarily avoids the most powerful and unique tool available to Hunters… but that’s enough negatives for now.
So in short with SV we have a situation where it used to be a perfectly fine ranged spec, it was changed into an extremely troubled and high-maintenance melee spec, every negative is a result of being melee and every positive is in spite of it. So one has to wonder why we should keep it melee. It seems the drive to keep it melee is mostly out of a) a mistaken sense that the positives of the spec (good gameplay flow and good damage) are an inherent result of being melee, b) a sense of pride in the initial decision and an aversion to admitting a mistake was make, and c) a sense of tokenistic uniqueness v.s. the other Hunter specs which is never a good design standard. I always compare it to removing Stealth from a Rogue spec; yeah, it’s now unique… via handicap. We’ve just made a worse Rogue. Why bother?
I don’t think reducing Hunter population is why they made it melee (although I have seen people like you tout this as a positive in these threads… again, the priorities of melee SV fans are very clear), but Blizzard did explicitly admit to chasing an audience outside the Hunter class at the expense of Hunters themselves when they made SV melee.
https://warcraft.blizzplanet.com/blog/comments/gamescom-2017-world-warcraft-legion-patch-7-3-interview/2