Find and convince Empoor to tell you what he knows.
I don't know what to make of all of this, but I do know how we can find more clues.
Empoor is a Broken merchant that traffics in all sorts of goods and information. If you were to persuade him to talk, I'm sure he might have something interesting to say.
He travels the road here between Tuurem and Shattrath. Watch out, though -- he travels with a bodyguard.