I would encourage ZOS to relook at the amount of GOLD, TEL VAR & ALLIANCE POINTS on their login rewards:
The ESO economy works surprisingly similar to real life economy in broad terms. The best way to entice players to pay guild fees, buy guild trader items is to give them gold in weekly rewards.
This will have a ripple effect on the economy that will encourage more play time and trade.
When the daily login reward is the same amount of gold required to do a immediate second fast travel you have the values out of kilter.
ZOS please, it's NOT REAL money, it's just fake in game currency, up the values by at least 1000%