The EQs, WoW, Rift, the all had longer buffs. Buffing with 2 or 3 abilities out of 10 (excluding ults) all of the time is just irritating. Oh you want a bit more crit for 20 ish seconds, hit a buff, oh you want a bit more damage too, well let's hit another button. Oh ya need armor too? Let's hit one more..Just to keep the fun going, come back in 30 seconds and do it all over again...isn't enough we have to sacrifice an ability slot for these?
I find it cringe-worthy when I see someone use WoW as an example of how ESO should be. I cannot speak to WQ or Rift but can say the example of WoW is pretty poor. First of all, the buffs from using those skills are pretty short, opposite of what OP is suggesting. Second, your rotation is what Blizzard says it should be and you have little choice if you want to do good damage.
These are the reasons why we play ESO and not WoW. We prefer the combat in ESO, not to forget the better storytelling.