The only thing I'm thinking looking at this article is "Hey look, it's the next SWTOR." Why do people keep wasting their careers on making MMOs? And more specifically, who thought that having hundreds of other people running around doing random stuff is going to make the Elder Scrolls so much better?
The only MMOs I've seen that actually understand how to make the multiplayer aspect a key part of the gameplay include the old Star Wars Galaxies, Ultima Online, and Eve Online. Every other MMO release has been this happy go lucky theme park ride that just has group activities thrown in.