Newbish move on Blizzard's part. Brilliant on Activision's.
Blizzard is making too much money with WoW, and they finally needed some big company to help them spend it. Activision probably used a bunch of big, fancy words and promises of milk and honey to lure Blizzard in. worldofwarcraft.com is going to turn into the next GameFAQs or GameSpot. With every picture of Night Elves you see, there'll be an advert for Guitar Hero III and Call of Duty 4 on the side.
I personally think Blizzard's going to lose alot of subscribers once that starts to happen, so basically, they're cutting their throats right now. It's just all about the money to big comapnies, and that's unfortunately bad for the players.