Like you all (well, PvE players at least) know, this game has it's fair share of great things, but those bad things are severe enough to make it continuously lose players.

Quests

I mean, quests seemed great when we started playing, they were entertaining and felt different enough from each other not to be boring. At least on the first playthrough anyway. The problem is, to get a single character to the max level, you HAVE TO do ALL available quests in every zone of every alliance. Now that doesn't sound that bad initially, but as soon as you create your first alt.. well, you get the idea..
In other MMORPGs (like WoW), they at least gave players a choice of a few zones (for each couple of levels) to diminish that déjà vu effect. Sure, some zones were mandatory (and later more and more, as generally you could switch just between 2 zones per datadisc (Borean Tundra/Howling Fjord, Hyjal/Vashj'ir, Valley of the Four Winds/Krasarang Wilds), but there were plenty zones to pick from for lvl 1-58 and anyway, they've implemented ways to boost XP (heirlooms) so that you didn't have to make even half the quests of the zone to pass it on alts.

Trade

Well, the idea was good - splitting the market to small pieces, so a few rich players can't influence economy in whole realm (well, that kinda happens in real world too, so why do you care so much?). That's all nice to hear, but after 90% ppl left the game, we were left with literally hundreds of guilds with empty stores. That negatively affects our crafts as well - it's SEPTEMBER and my crafting sheet still has 61 missing traits, because most of those are impossible to get by drop, do not appear in guild stores (which are empty and useless even if you're in 4 "trade" guilds). Sure, you could probably get them by screaming in zone chat for a couple of hours, but unless you plan on selling them for profit, it's not worth it, because people are asking for impossible prices for a *** white.

Combat

It wasn't balanced from the start, but at least there is some (more or less) visible effort to improve that. However, endgame combat turned into boring clickfest after the first *** started to abuse animation canceling. Now everyone HAS to do it to get any form of "good enough" dps, because it's impossible to get there by normal means. Even *** "dps check" bosses are made to be doable only by abusing that. Is that seriously the thing ZOS wants their endgame to be? Then we can all return to WoW for Warlords of Draenor, because even that is more entertaining that [LMB] -> [1] -> [RMB+LMB] -> repeat, occasionally pushing different button to re-apply DoT or use magicka potion. Seriously.
I just don't feel any urge to get to the max level. Hell, I don't feel any urge to play the game at all. My 3 main characters that I have in my signature are stuck on the same levels for over a month, simply because I'm not playing anymore, I'm literally subbed just for researching, in case this game gets fixed later so I can return.

And many more I wrote about numerous times so I'm really not in the mood to write that again and again..

But I seriously doubt anything will change anytime soon. Maybe it's high time for me to stop playing games and focus on college, especially now that I've become half orphan after my father died, with the country giving me, my brother and my mother so little that we'll have to study in another country with 70 euro per month (the rest -100 euro - goes to dormitory fee) so I'll have to get a job there anyway, and I'll be left with no free time at all.