Crown store and crates have made ESO less addictive, imo, because it's less fun chasing rewards in the game when the coolest items can be bought in the crown store. The game now feels a bit like a boutique, an online store. ESO would be much more addictive if there was an alternative route which made it possible to get crown store items as rewards in the game.
So is it perhaps possible for ESO to offer customers a "VIP" subscription option, at the price of for example $50 a month, where items from crown store and crates become ingame rewards? "VIP" customers can then get these items at the end of quests instead of the regular rewards given to non-subscribers.
This high-value subscription should not replace the crown store, but can be an alternative to it. Is it possible and realistic to create such an algorithm for "VIP" customers? One of the advantages is that ESO will appear less like a casino creating gambling addiction.