Look, if you play a game for 100 hours and then say you hate it you are a hippocrite.
I don't agree with this at all. WoW's end-game is artificially inflated to consume massive amounts of time, because Blizzard wants to keep you paying and because they can't produce content faster than people consume it. The PvP endgame is dire therefore they have to put lots of ways in to slow down the rate at which people consume content, and to prevent them from closing their accounts.
They suddenly turn 5-man instances into 40-man, because they take longer to organise and you have very little chance to get equipment and therefore advance your character. It's all maths but boils down to advancement/minute dropping to ridiculously low levels.
They employ a variable rate reinforcement schedule on their reward system (which is particularly resistant to decay) in order to keep people subscribed even when the reward/time dips dangerously low. Blizzard didn't invent this, they just copied the idea from Evercrack, which used a very basic, well known phenomenon from behaviour/addiction studies.
Just because someone does something, it doesn't mean they are particularly enjoying it or think that it's a worthwile activity.
EDIT: Hmm. Never mind. 100 hours is not enough to get you to the end-game anyway. It's not until the first instance where people become exposed to the % drop rates and tiers of loot, which is the main driving force behind the addiction that kicks in at the higher levels. I'll leave the post up anyway as it's food for thought about what keeps people playing.