I understand where you're coming from, but just because this is going to be an MMO doesn't mean that it is automatically awful. Maybe it will be, but people aren't giving it a chance and just jumping straight on the "this is a terrible game just because it's an MMO" bandwagon. The Gameinformer cover says that Bethesda check by quite often to make sure Zenimax Online aren't butchering the series, and the writers are very closely working with the lore masters over at Bethesda so that there's continuity in the lore because they're unwilling to break lore. I think the game will be good, but different, but I also accept that it's going to be hard to pull this off and may end up awful. People need to understand that Bethesda is still going to be developing single player games separately...
Thing is, the best thing for Bethesda right now would be to come out and say "nothing in the MMO is canon to the series". Use the existing setting and lore and what have you, but make it clear that it's an alternate take on things, nothing in it will effect real TES games, and that the SP TES games will continue as usual.
As far as "they're not giving it a chance", I'm not sure what you expected when it's clear that a large (and vocal) portion of these forums has made it pretty clear in the past that they don't want anything to do with regular multiplayer, much less massive multiplayer. Given that statements from Bethesda have come off the same way, suddenly having this crop up is a pretty sharp slap in the face to a lot of people.