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From the article:
"The problem with The Elder Scrolls Online, to my mind, is not that it is not free .......... is that it has not accepted how F2P has changed what gamers expect."
Which mirrors one of the ancient problems with subscription based games since the days of EQ1 - they build in grind; whether it is running from A to B, waiting for a boat, playing whack-a-rat or grinding reputation. Busy time designed to keep you subbed. Whereas people today, by and large, expect action packed fun and then to move on to the next product - or xpac.