He's not the guy in charge though. Matt Firor is the game director, though he doesn't deserve the blame either. The devs are at the mercy of what the Publisher wants/says. I guarantee you this conversion to B2P was entirely a publisher decision and it definitely cut into the content cadence. If you're going to blame someone blame the publisher(Bethesda Softworks).
It really depends on the restrictions. If the only benefits of being an ESO plus subscriber are the 10% extra xp and gold then I am not sure.
Not able to say should have been an option.
I will make that decision after @ZoS gets around to releasing the price information on the cost of DLCs. If they are going to make this game all about money, so can I - and take it someplace else.