I'm just going to dump all my shards on the market from now on. And go and die to a red map or something.
From what I can tell most of the upper management is pretty far removed from the game (like almost any other relatively big project, unfortunately) and in order to mitigate that they go for a swingy approach as far as content development is concerned, either you get a hugely convoluted and poorly thought out mess like Synthesis, or something as simple and straightforward as Legion, there's no middle ground really. Same with balancing changes and pretty much everything else.
Which keeps things fresh both for players and devs, and in all likelihood is the best available option anyway considering the time constraints the put themselves into. Can be annoying for long time players or someone who's looking for something more substantial and well planned though, but what can you do.