Yeah, I've played every Warcraft game since WC1 as a kid and I'm a bit disappointed that Hearthstone does not use its potential. There are so many cool characters and races in the Warcraft universe, but somehow they keep vomiting gnomes, goblins and half-assed loreless characters at us.
I realize they have to stick to the theme of each expansion, but it wouldn't hurt to add some well-known lore characters here and there. Like Mal'Ganis in GvG for example, doesn't fit the theme but is one of the most iconic Warlock cards in HS.
Hearthstone is supposed to feel like a game that the average Wow denizens play, yopu know those villagers and quest givers, so whoever is the "designer" of the game in-game taking creative liberties actually makes it feel more real and way closer to its roots, i mean if i had to make a card game about "planet earth" i would literally make a card that's a mix between Racoon version of donald trump, and some extremist vegan with a really annoying effect.
I like that they are trying to do their own thing while still sometimes throwing in old classics. And really, it better for them to go this route, because most people who likes the WoW lore will still play WoW, not HS. Making new characters loosens the effect of people feeling like they should know the characters. And yes, this is a thing that happens. It actually happened quite recently when i was introducing a friend to MtG: Arena. He said that since he doesn't know the characters then the interactions didn't make much sense to him.
The way I rationalize it is that this is not warcraft lore itself, the cutesy animations show that this is a card game played by characters in the universe. So we are not recreating the battle of mount hyjall, this is like gwent. It's a card game played by the characters in the universe.
So the lore aspect is deliberately camp, as it's supposed to be a part of the warcraft world not as canon, but as a silly tabletop game that is played in the world.
OH NO THEY MADE AN EXPANSION WITH CREATIVE LIBERTIES, last expansion we got some really popular characters like Tess and Greymane, stop whining, its a card game with more than half of the people that play it that haven't actually played Warcraft.
I love WoW, but I like how we don't really have to get up to every WoW thing ever happened.
There's an awful lot of chances we'd have lost -you know, like Hearthstone having its own likeable characters like Reno Jackson, Sky Cap'n Kragg, just for mentioning two.
Also, as BfA shows, sometimes having Hearthstone taking its own directions actually helps WoW to find new stuff. Otherwise, we'd not have Sky Cap'n Kragg and Patches the Pirate as bosses in one of the dungeons from the future expansion, or even one of the new zones -Drustvar- wich seems to drink a lot from the Wichtwood's atmosphere.
The League of Explorers had a bunch of wacky new characters, so did Meanstreets of Gadgetzan. Hearthstone has always had more and less appropriate sets.
If you think the game is straying further and further from WoW lore you're mistaken, and even if you weren't no one else cares. If you don't like the lack of lore friendly characters, stfu, craft Subject 9, and wait for the next expansion.
To be honest, I think this is a good thing. Giving Hearthstone its own lore and originality makes the game feel better. It wouldn't be as full of life if every single thing were based on Warcraft, and they would eventually run out of things to cover. Adding more original content to Hearthstone allows the developers to be more creative with their designs too.
Have you actually played wow? Believe me, they would not run out of things to cover. WoW releases multiple continents every 2 years, with each having lore of its own, and 15+ dungeon and raids. Even if WoW stops making new lore, the current one would last them generations.