Traditionally you buy an expansion to the game and it is tied to that game account. Other players in the household need their own license for it.
Console sort of mucks that up because the same thing is going on, but console users are used to being able to share a single install. It is surprising to me in the first place that multiple people could play vanilla ESO on different profiles.
Stormproof: Vibeke - 50 EP mDragonknight | Savi Dreloth - 50 EP Magsorc | Sadi Dreloth - 50 EP Magblade | Sigtric Stormaxe - 50 EP Stamsorc | Valora Dreloth - 50 EP Magplar | Sigtric the Unbearable 50 EP Stam Warden Scrub: Chews-on-Beavers - 50 EP DK Tank | Vera the Wild - 50 EP magicka Warden | Sigtric the Axe - 50 EP Dragonknight Crafter | Sigtric the Blade - 50 EP Lost Nightblade | Sigtric the Savage - 50 EP magicka Templar | Vibeka Shadowblade - 50 Ep Stealthy Ganky Nightblade |
ZOS is so sprung on accounts created that they let consoles go nuts with it. Because 12 accounts created is obviously more braggable than 1 box sold, even if only one of those accounts is currently active.
But Bethesda cares more about individual Morrowind sales, so no free cheese there. But I doubt they'll ever publicly celebrate it, because there's probably a large void between actual Morrowind sales and claimed ESO accounts overall.