I tried out ESO during beta but didn't start playing untill it went subfree. I'm very much against people namecalling non-subbers to be a cheapy scrooge.
I explain why I don't do subs. My income isn't stable. Sometimes I have a strong income and then I have limited time to game and sometimes I have a low income and I got plenty of time to play. As a sub (even in the current form) is payed for a period, it is of limited use. If I can pay it, I can't really play.
This doesn't mean that I don't support ESO. I prefer however things that are permanent, so I can enjoy them whenever I got the time to play and not whenever I have the money to play. All in all I am paying more then I would with a monthly sub, I jsut don't pay it regularly.
It actually feels a bit bad to be treated as second rate player by some people on this forum, just cause of this.
tl;dr: support ESO in anyway you seem to be best. Any financial support should be (and likely is) very much appreciated!