Regarding #1, I couldn't agree more. I know there were some bad moments involving the Lich King in Wrath, namely his appearances in Borean Tundra and Zul'Drak, but the events in Icecrown Glacier, CoT:Stratholme and Halls of Reflection really pushed him as a antagonist without forcing us to consume lore from alternative sources (novels and the RTS series).

Regarding #2, I personally think the issue is down to where our attention is. The fight isn't awful, but it is distracting from the actual 'cool' moments.

Also, the Spine? Would've been a not more interesting if there were a couple of moments during that encounter where we land somewhere else for a brief moment, could've been a random location from a selection of locations, such as Kazan and other "DW waz 'ere" zones just to remind us (or introduce those that don't alt) of the destruction he caused.

Purpose is awfully gratifying when done right. Let's hope the Old Gods and the lore leading up to them is better than the unfortunate mistakes that have occurred in Cata (which is still mostly better than almost everything pre-Wrath).