The answer, according to Stormgaard of Se7en Samurai, may be 'both'. And to be honest, I agree with him. Not because of the strength of his evidence, good as it is, but because his argument makes sense. One of the things we've seen with World of Warcraft tie-in media like the manga series and novels is that they all flow back into the MMO, help develop and direct the lore forward. As much as players like to chant 'lorelol' it is clearly important to the folks at Blizzard, and Stormgaard's argument that the comics and movie may well be setting up a new age of hostility between the horde and the alliance centered around a new lore figure who is connected to, if not the 'star' of the Missing Diplomat quest makes a lot of sense to me.
Plus, having the comic star a human who washed up without his memory on the coasts of Durotar... well, if you look at the map you'll see why that could well lead to the exact scenario Stormgaard posits. It makes sense to me. What do you guys think?