Wotc should be the exact opposite of Paizo. Paizo is trying to thrive on developing existing loyal fan bases, Wotc OTOH should try to open and reach to as much of the market as possible.
Since Wotc is the only company that has market exposure, exposure alone does not help. It must create the market, it must create the game. D&D traditions be damned Wotc should be working on a tabletop game that can compete for value with what WoW or the custom fad is offering, but always thinking for the long term. It's true that D&D is a geek's game. But I doubt it is untrue that geeks can be served by a more classic game, a game made to have a long standing presence in time. Ideas behind OD&D are present to many geek games today, including D&D 4e and WoW, so I am fairly positive it is feasible.