MMOs are failing right left and center...(SWTOR for instance)

What could Matt Firor and his team possibly do to avoid the same fate?

I am sure they are having nightmares over this, unresolvable nightmares.

What can they possibly do to TESO that has not been seen before?

AFAIK, SWOTR isn't going away, it's going F2P. ZoL hasn't announce their model for ESO yet, but it wouldn't surprise me if it's F2P from the start.