Subs are dipping, there's no doubt about it, especially since they haven't released official sub figures aside from the 500k active accounts back in ARR's first months and the infamous marketing of "2.5 million adventurers" which are just registered accounts. Remember all the "if you don't like it, leave" comments being thrown around since launch? Well they worked, thus the emergency "let's save our generic WoW clone" option is being phased in.