Well, just opposite to those that do not like zerg. Still there will be group of unorganized people running around the Cyrodill who actually do not wish to sneak.

By paying some amount of gold or for big guilds (not sure what big could mean - we can say more then 20 active members in Cyrodill) by paying alliance points someone could become "general" with his marker and name be visible on map.

I can see only benefits both for guilds and unorganized players.