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WoW's current lack of an expansion is more tied to the problems they had scaling the game for 6 million people and very little to do with them seeing their game as a service.

Now the continued release of dungeons through updates does make it seem like Blizzard views their game as a service but the fixation on raid content killed off any goodwill this might have generated. Its at the point now where even if the expansion has content for everyone people are going to be mad since raid content was patched in as part of the monthly service fee while casual content has to be bought for 50$.

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