It seems that there are a number of players upset over arena titles getting "reset" at the beginning of each World of Warcraft Arena season. One such player made a scathing opening post at the WoW Forums about it and received mixed reactions from other players.

Others argued that like any champion, you need to defend your title to keep it, while others noted that there are "former" champions so it would be better to attach something in the title. Checking the Arena rules, it was stated that the Arena titles "will last through the following season, and at the end of the following season they will be removed and titles will be redistributed to the new season's top teams."

Blizzard poster Drysc explained it further:

I don't; however, believe that it was communicated as consistently as could have been possible. It has been posted multiple times, before season 1, and after, but if you were unaware then I apologize. It has been the intention the entire time to only allow the titles to be shown for the season after they're earned.