I don't think that's what he means by casual-friendly. He's probably referring to the fact that you can pick up and play any time and even if you just play for 10 minutes, you can generally get something out of it.

You don't need to farm mats all week so that you can raid, then spend an hour organizing the raid, then another 5 hours raiding for a chance at a piece of loot.

Just about everything in WAR simply involves logging in, choosing to solo or join an open party, and just play until you feel like stopping.

You can do that in WoW, but a lot of the time you end up getting practically nothing out of it unless you join up for a lengthy gaming session (i.e. raiding) and stick it out for at least a couple of hours.

I know it's not that black and white, and that there are quicker things to do in WoW, etc, but I think there is still a distinction there between the two games in terms of the general approach.

I still love WoW, and plan to raid in Wrath, but I also really like WAR's pick up and play, no strings-attached feel.