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First I have to say I often find myself discouraging friends from playing ESO for a specific reason: lack of cross-buy, cross-progression, cross-play.
This is a huge factor. When I explain how purchases are bound to servers and that we can't play together if on different servers (I'm on Xbox EU and apparently no-one even knows what an Xbox is in EU) people immediately say "ok, I won't play it. Let me know if this thing changes"
...
I think it really depends. Has that person ever played any other TES game before? Any preference when it comes to fantasy races? Or to some weapon type in other fantasy games (yes, I know ESO plays differently, but still)? How important are lore and roleplay aspects for that person?