I think that perhaps there's a bit of a theme in the complaints here in that the story team could stand to be a bit more like the art team.
WoW, both in game and in other media not limited by polygon rendering constraints, definitely has a unified feel to it. Call it the Samwise style of WoW art.
Storyline for Warcraft 1-3 had a similar unified feel to it, especially within each game.
In WoW storylines have splintered all over the place in comparison.
This is probably due mostly to sheer volume, especially if you regard anything out of game as even remotely canon storyline.
So better coordination within the in-game story team and between the story and quest teams might be useful. Or if they already work and communicate well together, have them try to figure out a way so that it doesn't seem quite so haphazard to an end user who wants really good story in game.
Also keep in mind that WoW is an RPG in the Tank, Heal, DPS sense of role not in the traditional sense of dice, character sheets, and GM who always rolls out of sight so that RNG that screws up story or gameplay can be quietly squashed with no one else ever being the wiser. Don't expect WoW to be a good GM in the tabletop RPG sense of weaving the players into a story. We are a long, long, long ways from having that kind of gaming AI, and without AI that can do it GMing is far too labor intensive to have humans perform in an MMO. Really good GMing takes years of practice, and several hours of prep per hour of play time is not out of line if you want players to have a really great experience.
For RP purposes changing and contradictory lore background doesn't have to be a big downside. It can allow for fairly complex character development. Ramalina's attitude towards Orcs would take a page or two to write out, and spans a range from genocide to invitations for tea depending on which which subset of Orcs you're talking about. Of course this really doesn't get to play out in game except in maybe declining some quests ( they don't even really have choose your own adventure style quest chains except for a few Pick faction A or faction B quests). Still for a classical style RPer, it does enrich my character backgrounds which is about about as RP as WoW gets, and I do appreciate that when I'm not in mid-rant concerning, "WoW is in no way shape or form an RPG any more than any other IM software is."
Personally I regard Warcraft as canon (actually make that superlaser), WoW as canon that's a bit sloppy, and everything else as spitballs that they didn't even bother to spit on. Punny metaphor aside, it works a lot better if you're willing to just pretend that some of the egregiously bad stuff either doesn't exist or is somehow not
really contradictory after all. If you have an insanely high tolerance of boring writing you can research scriptural apologetics and learn all about how to do things like reconcile black and white being the same color by using 43,000 words worth of circular illogic ( I exaggerate, slightly). Seriously though, I find the Lore much improved by selective amnesia. Your English Literature and Writing teachers (should have) taught you how to improve writing by cutting the bad and/or irrelevant stuff, so use that knowledge and apply it to the Lore, or at least to the Lore you choose to remember. ;)