I keep thinking this every time I come back to the game. World design, freedom to explore, writing (which is way better than the single player Elder Scrolls games), encouraging doing delves and public dungeons for shards, all are real steps forward from both the traditional questing model and the awful, lore-free, story-free public events model where you never feel like youre actually on an adventure.
Source: N4G PC If ESO had good combat, it would unquestionably be the best themepark MMO