Roleplaying in World of Warcraft is a fragile sort of endeavor. The game isn't exactly hostile to it, but neither is it particularly friendly to it, and the rules that would help protect better environments for it go mostly unenforced. So it takes some real determination to make it work.
This is a group venture by folks with that determination. They talk about lore, its applications, and the nitty-gritty practicalities of roleplaying in WoW. If you're interested in that, check it out. Good reading!