The writers for WoW haven't had a story for a long time. They keep thinking up cool moments, or at least what they think are cool moments, and then bullshitting everything in between.
There's no consistency in tone. They want to be the hilarious joke factory and the dramatic heartbreaker at the same time.
They can't even be arsed to use half the races they already have, since they'd rather make up a few for each expansion and then leave them behind.
I'll look up the cutscenes on YouTube once the xpac closes up so I can see all the disappointment at once.