World of Warcraft mounts used to be a badge of honor. In Vanilla, having a mount meant something: that you had earned the hordes of gold required to ride it. Slowly, over time, Blizzard started giving out mount rewards in-game like candy, while allowing players to buy them directly for real money.
Since then, mounts have moved from a scarcity to a "gotta collect them all" commodity. Blizzard is swift to capitalize on this, providing "mount sales" and special limited-edition mounts tied to physical products. Now, they're allowing players to choose from one of five new mount concepts to appear in Shadowlands: but this one will be free for expansion owners.
Basically, head to the Blizzard forums from now until September 18 at 3:00PM PT, and you can have your say. Once a winner is chosen "every player with Shadowlands activated on their account" will get the mount: right now, the estimated completion time is the first quarter of 2021.
You can find all of the options below, and there's a good spread! At least one is magical, one is cute, another is sickening, the Nerubian Swarmer is probably scary and the Wandering Ancient sounds regal. My vote is for the Swarmer: the Nerubian race was one of my favorite aspects of Warcraft III.
Choose the next Shadowlands mount [Battle.net]