Pfft.. come on. Majority of peeps/players on ESO join guilds for the trader. In any given guild, doesn't matter how active (text or voice), there are really only a handful of members (plus the GM, a few of the officers type and some new members) who actually interact with each other. There's nothing formal about a guild in ESO. Although there are some good GM who takes his or her guild to heart and try their best to treat the members fairly well, there is no requirement or prerequisite to have leadership skill to create or lead a guild on ESO. Anybody can create a guild, and zone chat is constantly being flooded with new guilds' creation and recruitment.

If you have been playing on ESO as long as I have, a veteran player is looking for a guild that can fairly get a trader in a good spot weekly or bi-weekly. However, I don't care much about those alliance guilds that (dominate) gets on high traffic capital cities weekly, such as in Mournhold, Elden Root, or Belkarth. Those "I can guaranteed a trader spot every week (in Mournhold or Elden Root)" type alliance guilds are what really causing the inflation of trader bidding price; thus, their guild weekly fees are always jacking up. Well.. in any guild, alliance guilds in those high traffic areas or not, you can easily leave if you don't like what is going on in a guild; just as you can get booted out from a guild the same. Crying out about GM and whatever crap is happening within a guild is trivial. Just leave the guild if you don't like it.