I think the first and biggest mistake they made was not having Todd Howard as the lead. It may have been his first mmo but lets be honest.. it doesn't take a lot to be a mmo lead (with today's mmo's as prime example's) and I think he could have and would have brought a lot to the table, he would have set the game on the right path from the start. I know this isn't a single player game but the choices they are making with the lore and the lack of lets say innovation and imagination to create a better gameplay experience is just insulting, the whole pvp plot is basically DAoC, now I'm not saying this is bad but its just getting so tiring how unoriginal mmo's (with big titles/backgrounds) are becoming. Whats the point of still being a developer if your just making the same stuff that has failed year after year. Sorry for the rant its just I'm a huge fan of The Elder Scrolls its my favorite ip and the lore is so flush and brilliant its just a shame the way this seems to be heading for a car crash, It deserves better than that.