I’m going to - respectfully - disagree on that point.
Ultimately, I think WoW’s biggest hurdle with the recent writing is a lack of narrative vision. And what I mean by that is that there doesn’t seem to be a long term plan in place for where the narrative is supposed to go, or how character arcs are supposed to play out, if they’re present at all.
Look at Warlords of Draenor. For all the faults that expansion had, it was very clear who the antagonists were, and what the drive of the story was: defeat the Iron Horde and prevent them from invading Azeroth. It was simple and effective, and they had a persistent sub-plot in the Burning Legion that led directly into Legion where, again, we had a very clear opponent with a very straightforward objective.
Compare this to Battle for Azeroth, where the expansion is about…Azerite? No, wait, it’s a story about the faction war, and what makes both sides exceptional. Except it’s not about that at all, because the Burning of Teldrassil caused a rift in the Horde…is it about the Old Gods? Dealing with Sargeras’ sword? Is Sylvanas the main antagonist?
This muddled vision has carried through into Shadowlands. We have a new setting and villain that haven’t had time to be developed like Arthas or Illidan, and suddenly it’s supposed to prop up an entire expansion. What is the Jailer’s master plan, precisely? Sylvanas’ defection felt predictable and a little weak, given the crimes she’s guilty of, and there’s just a general feeling of the plot being developed in a panic as they go along, rather than according to any sort of narrative plan. What purpose did the Night Warrior serve, for example? Would either expansion lose anything, narratively, if they hadn’t thrown it in there? The same question could be asked about Azerite, for that matter.
It’s fine and well to come up with some plot details as you go, but you need to have at least a basic outline, a skeleton, to work with beforehand. I don’t think Shadowlands has that, and people notice when the story just isn’t hitting.