Warning: Wrath spoilers ahead!
Blizzard's pretty good at Lore when they want to be, with the whole 2.4 storyline, the Battle of Ahn'Qiraj, and many epic storylines promising to come out of Northrend. At the same time, they also have their own offbeat brand of humor that is never far gone from their design philosophy, and it shows up in their stories too.
Sometimes it serves them well and adds a bit of levity, but other time, it seems to take on a life of its own, a life that can strangle what could have otherwise been something compelling and interesting. Zul'Aman is perhaps the most pertinent example. What could have been the last attempt of the Farstriders to shut down the troll menace threatening their people, what could have been a revival of the Troll killing tradition of the Arathi, or an examination of the High Elves who stayed loyal to the Alliance but still hate the Amani, instead turned into a cheap redneck treasure hunt. It killed much of the allure of the zone and turned what could have been a epic struggle against a former hero of the Horde into a run of the mill bunny bashing session.