Keep telling yourself you'll quit if this game doesnt get better

[Absurdity]

I'm going down with the ship. It's the honourable thing to do. Yes, that's it.

*Dido - White Flag chorus playing in the background*

...Or Fall of Envy if that's more your music genre.

The game boasts over 30 million players i think was the last number i read... so an active player base of 900k is 3% player retention.

29.1 million players have quit.

Man do I love when people repeat this horse manure of a number, it is entirely useless for any kind of actually relevant discussion.
This is 30 million registered accounts, not 30 million active players. Out of those 30 million, that have at some point in time played this game, you have maybe 1.5mil active at any given time.

Now losing 400k out of your 1.5mil still isn't exactly great.
But 30 million is a stupid number to throw around, at the height of it's popularity WoW had 12 million active players and it was a cultural phenomenon back in 2009.