I pay very little attention to the lore, honestly, outside of what other people say about it. I find it funny that Blizz decided to NOT have an engaging meaningful "boss" as the protagonist and suddenly...the story actually gets better in popular opinion? Seems odd that not having a defined protagonist would make the story easier to make compelling, but...there you go.
I wonder if the defined role they have given to dailies is the impetus here. Maybe they didn't invest much into the idea of questing story lines because so few did them before beyond whatever reward they could get, be that a tabard or arcanum or shoulder inscription. Since they realize players will "need" them for rep, valor and charms, maybe they just decided to invest more development time into it all for this expansion.
"he doens't need healing, he doesn't need healing, he doesn't nee-WHAOSHIT!wtf was that man!". Please stop leaning on TDR. -Teng