So far it sounds like the only interesting new content is the dragonriding and I can't see that as being enough incentive to keep playing WoW if the player is otherwise unhappy
Nailed it. They are literally banking on this new feature to carry the entire expac. One in a long list of screwups.

Even the move back to an old school style talent system probably won't help as players pressure each other into using whatever ends up the recommended cookie cutter specs.
Bingo.

WoW players are meta slaves.