WoW is what did Blizzard in. It turned them from a great company that developed innovative and mesmerizing titles into a revenue stream generator governed by bean-counters. There's no way Blizzard ever produces another risk-taking innovative game again. They'll always go for the revenue stream now, using time-tested conventions to try to paddle into the middle of it. This is what happened to Bungie also after Microsoft bought them out. Halo was a great revenue producer but it broke no significant ground over what the Marathon series had already taken in the early to mid-90's. Bungie has gone a decade now without producing anything worth playing for original value.