What I do care about, however, is Kessex Hills. I see big changes there, as a player, and want to help. This is in stark contrast to previous updates that I too didn't give a damn about. I want to get into their tower, I want to kill off their forces within. Perhaps you would be placated by better loot, most players are. Attacking the story is a very easy way to claim you don't like content as that is the most subjective element, when really it boils down to "no rewards, don't want it".
One again, I'm going to stress that I too recognise that the story arc has been weak since the end of flame and frost, but actually seeing changes to a world I used to like gets me far more interested and enthused to do something about it. Yes, it sucks it's taken them this long to figure that out. Yes, I'd still rather have an expansion over this, given that after one year of GW1 an entire expansion was brought out packed full of story. Looking back on the Living Story right now, I would agree we've been short changed.