Yep. Because the game itself, the subscription fee along with 4 expansions with a 5th on the way is not enough of a pay wall.
From a business sense it's logical, I suppose, but only in the short term, people won't keep buying expansions if the design suffers (Now I await the morons who make a joke about CoD) and the design will suffer if they try and speed up production to that level.
This, however, is coming from a non-subscriber to WoW so maybe it makes more sense to them.
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£8 a month isn't really a lot if money nowadays, especially for a hobby most of us love. As long as the quality of the expansions remain high, and there are enough changes to warrant spending another £40 on a yearly expansion, then why not. Disclaimer: for those going to moan about the costs, you do have the option of not playing the game, right? And there is no pressure to buy a yearly expansion either, you aren't forced to. And if you can't afford it you shouldn't really be playing a sub-based MMO in the first place.