First there was the thing about giving away a whole DLC, Murkmire, as a log-in reward for November.
Then there was the reveal in the PTS patch notes that there is a new type of mount coming that can be evolved into different adult forms and it's neither a loot box nor Crown store exclusive but an in-game collectible.
You followed that up with the announcement about ESO+ freebies and discounts on an occasional ongoing basis.
And then you top it off with an event that will almost certainly be giving away the type of premium house that normally goes for 12,000+ crowns to everyone that owns Summerset.
If you've gone nuts, it's a very nice kind of craziness, and if you're just trying to do an image make-over, consider yourselves made-over.
I like what you're doing. Keep it up