I don't remember when precisely, but someone told me one day "people playing WoW for free and who are active on it" can be considered as
freeloaders. That means they are useful for Blizzard, because even if they don't pay the game they still undirectly contribute to the game by being active on it.
From a marketing point a view, I guess it's better to get most F2P players on its own game instead of another rival game. At least, freeloaders will be more tempted to buy a WoW subscription one day than a FFXIV subscription, for example.
Just saw this article a moment ago:
https://www.engadget.com/2013-03-27-how-freeloaders-help-free-to-play-games-succeed.html
"The article lists three primary reasons why non-paying customers help a game. The first is that they bring new users via word of mouth, and a certain percentage of those new users will become paying customers. The second is that freeloaders can show appreciation in other ways, such as cross-promotion between games and generating community content. Finally, this segment of players can be the targets of advertising, which is in itself a huge revenue generator."
Yep, that's it. That means somehow we are all useful because without us, this game would be dead. And even if we will never pay the game, others would potentially do because they heard about this game thanks to us and would be more tempted to buy a subscription.
I think Blizzard will always try to find the
right balance between limitations and free content. How to limitate this game enough to make players want to buy the content, but also how to make sure players will remain here instead of going to somewhere else.
One thing interesting to note is that Shadowlands is the first major expansion in which we got access to a lot of new things. So why did this happen? Why at that time, and not before?
I still don't have the answers, but it's maybe because FFXIV increased his F2P content in 2020.
https://www.pcgamesn.com/final-fantasy-xiv/free-trial-level-60
Blizzard might have felt threatened, which would have led the marketing department to the conclusion the F2P WoW trial should give access to more content, to avoid freeloaders to departure from WoW for ever.
In that sense, we might expect new F2P content in the next years as long as there is still rivalry with others games. Once again, that doesn't mean we'll get better amazing content like level 40 or more. But we'll probably get enough, to make players want to remain on WoW instead of leaving it.