I would strongly suggest to Zenimax Online to investigate the possibility of maintaning one test "alternate ruleset" server for experimentation. This server could be used to experiment on different gameplay approaches to TESO gameplay, i.e. more sandbox approaches. (full-loot, skill-based advancement only, Radiant-AI NPCs, etc).

TESO could very well maitain two distinct games to increase its market share.

That actually sounds awfully interesting. While I can't view it as a necessity, I can easily understand the convenience in reaching a larger group. Mayhaps they could experiment with it when they have secured a large amount of players.