The Steam store page needs to explain far more clearly that you NEED the STEAM version of Elder Scrolls online, either the STEAM version of the Gold, Imperial or regular editions, to be able to use the Digital Deluxe Upgrade. I just bought this for a friend of mine who already has the base game, and redeemed the Steam gift before we realized what was going on. If I wantr him to be able to play it, I have to shell out twenty pounds extra in addition to the fifty pound upgrade cost. Needless to say, I'm now having to jump through all sorts of hoops with Valve customer service in order to get my cash refunded.
Again, this needs to be labelled quite clearly on the store page: 'IF YOU DO NOT OWN A STEAM VERSION OF TAMRIEL UNLIMITED THIS UPGRADE WILL NOT BE OF USE TO YOU'.
Also, why is it that we can't just gift the upgrade to other users via the Zenimax store? You still get your money and we don't have to go through the hassle of jumping through the hoops of a third party site that doesn't even provide a version of the game that works with the one we use the ESO launcher for.