Did the developers think all the game's players would fall into a cookie cutter notion of how ZoS thinks the game should be played?
Yes, ZoS has hyped "play how you want," yet, abnormal builds are often nonviable or break the game, and failure to follow quest lines rigidly frequently puts players in precarious circumstances with regard to their level. In other words, explore a little, but don't diverge too much from questing.
Did ZoS think players would not want to focus on crafting or the economy?
Crafting was hyped quite a lot by ZoS; still, one can't help the notion the developers expected crafters to operate on only a marginal scale -- player-player trading and parochial guild stores. Players wanting to focus primarily on crafting and the economy are left out of ZoS's paradigm altogether.
Did the game's developers not anticipate gold sellers?
There seems to have been no foresight whatsoever in the bot problem potential or how gold selling, item selling, or power level selling would impact the game's playability and economy. I've said it elsewhere: ZoS's failure to recognize the potential problem and inability heretofore in dealing effectively with gold sellers has inadvertently turned ESO into a Pay-to-Win game.
Did ZoS really think they were developing a game that would thrive on its social aspects?
In the weeks leading to launch we heard about the emphasis on the game's social qualities as much, perhaps more than anything else. Indeed, encouragement of socialization was given as the carte blanche excuse for every development decision. Yet, ESO unilaterally has one of the worst communication systems in the MMO world. No ability to toggle chat bubbles on and off (because there are no chat bubbles). Phasing complicates players' efforts to team up and quest together. We've heard the game's developers, on more than one occasion, suggest the game's economic mechanisms are designed to forward the social aspect; notwithstanding the absence of a trade channel and clunky guild stores that do nothing to husband interactivity between players.
The in-game technology of the Elder Scrolls is said to be based loosely on the Medieval (Dark Ages) Period -- think the fall of Rome, failure of trading and economic infrastructures, population and cultural decline, plagues and inquisition.
If ESO's developers had this period in mind they've succeeded admirably in achieving it. The game's economic system has almost been reduced to bartering ... and we even have our own black plague of sorts -- botting and gold selling.
Though many players will soldier on, some happily, I think Elder Scrolls Online has a very bleak future, all due to developer naiveté and arrogance.
And, now that I've had the temerity to criticize the game, let the inquisition begin.