I'm glad I didn't try to watch the Midnight expansion reveal live, because from the sounds of it they abused WoW's popularity to the maximum possible extent this time - which is to say, they knew that people were primarily watching for WoW, so they crammed in two hours of Call of Duty ads and the like beforehand to keep everyone online.
I did hop over to the official WoW YouTube channel later to watch the announcement videos and... huh.
Back when the Worldsoul Saga was first announced, I wrote the following: "I applaud their long-term thinking for planning the next three expansions in advance, but to be honest I'm not sure it was a good idea to reveal all this to the public, as by doing so, they've basically spoiled their big BlizzCon reveals for the next several years."
I think the Midnight reveal has proved my theory correct in so far as I've never seen so many people react with a kind of "meh" attitude to a new expansion announcement. There are always those who'll love it no matter what and will be hyped, and there'll always be those who hate everything Blizzard does no matter what. But those in the middle can be swayed either way, and I've never seen this much apathy from the masses before.
There are probably a number of different reasons for that, but I reckon the fact that everyone already knew roughly what was coming must have been a major contributor. "It's gonna be about the void and about elves, something something Silvermoon." So when the trailer showed us elves fighting to defend Silvermoon against the void, that was at best exactly what everyone expected, and at worst a bit of a let-down in the sense that people wanted more (as MMO players always do the moment you tell them about anything).
There was something else about the trailer though. I liked it well enough, but something felt ever so slightly "off".
At first, I thought it was just the fact that Liadrin had been given a new haircut. Seriously, the first thing I did after watching the cinematic for the first time was google pictures of Liadrin's current player model, because I kept thinking "She didn't always have a tight braid, did she?" - and no, she did indeed not; they are giving her a new haircut for Midnight which will be reflected on her in-game model as well.
However, when looking around to find out whether anyone else had the same reaction, I actually found a lot of complaints about the trailer's visuals, which I believe is a first. In the past, even if players hated a trailer for what it conveyed, it was pretty much universally agreed that it was still impeccably animated at least. Not with this one! I don't think all the criticisms are necessarily equally valid, but let's just say that after people pointed out that Liadrin in this looks more like the Elven Hero from Elder Scrolls Online or Tauriel from the Hobbit movies than a Warcraft elf, I haven't been able to unsee that.
After comparing to the Battle for Azeroth trailer (which does feature a similar situation including a city siege), I also found it noticeable how many unique characters were featured in the BfA cinematic - while Sylvanas and Anduin are the focus, we also get shots of Saurfang, Zekhan and Greymane, as well as a number of different "generic units", from undead archers to dwarven riflemen. In the Midnight trailer, we have exactly three focus characters and everyone else is an indistinguishable melee soldier covered from head to toe in armour like they are a bunch of stormtroopers, which I hadn't really picked out before.
I think the biggest thing though is that the pacing/scripting feels slightly off and fails to reach a proper climax. I'd say it's fine for most of the cinematic actually, but when Liadrin returns with the help from the Sunwell it ends too quickly without letting us fully feel the triumph, while also just getting plain confusing because the help are also just a bunch of armoured mooks. I've looked around online and even the most passionate lore nerds are unsure of who these are actually supposed to be (though there are seemingly a million theories, from Guardians of the Ancient Kings to the Army of Light to the Arathi to representations of us, the players).
The gameplay reveals suffered from a similar mix of "well, we knew that was coming" and muddled messaging. Yes, housing is a big deal, but we've known about that for almost a year, and there's been a constant drip-feed of more details since then. You can't expect people to suddenly gasp and be super-excited about hearing the exact same thing again.
I also used to think it was kind of funny how they'd include things like "level cap increase" or "new dungeons" as major expansion features to be excited about, but this time they didn't and it was actually kind of confusing. I saw people ask questions like "Will there actually be a level increase this time?" (yes) and only later found out all kinds of interesting stuff that they didn't actually put into the features trailer, such as that Valeera Sanguinar will be the new delve companion or the major changes coming to transmog (huge!).
My personal takeaway is simply that Midnight will continue the War Within, which was kind of what we knew was going to happen. I'll be happy to buy it because I'm enjoying my time in retail right now, but I'm not sure it really delivered in the hype department the way these expansion announcements are usually expected to.