1. As someone that will probably play this on console, I don't see that big of a deal because it's likely that 99.99% of the people that play the game on console are also paying for the online service for other games. I see their point, but a flat out $5 off a month imo isn't right. Personally, I think that if the server is made and maintained by ZOS, then you shouldn't need to be a Live Gold or PS+ member (though you're probably one already), and if the server is maintained by the console manufacturer then you should.
2. If Beth is pushing Microsoft, then it might be a safe assumption that Sony is ready to make a deal and Beth wants both to be equal OR Sony is hardballing even more that it would require Microsoft to ease up for Sony to even take it into consideration. Though given the reputation and history of both companies, it's more likely the former instead of the latter.
Yes and no. Depends on the game, depends on the developer. If the dev wants you to pay Sony, you will have to pay Sony. If they want it to be free, you won't need to.