Are people really unsubbing because they aren't getting free crates from ESO trial events? Seriously? Most of the time you get junk, and only occasionally will you get lucky. I'd rather just get free stuff outright, like they're doing now. Sure, I may not always want the item, but I certainly didn't want even half the stuff I got from the free crates.
It's not really about crates, it's about the perceived value of subscription. It's about goodwill. It's about feeling as a valued customer.
There were times when 700 crowns got you three costumes (Pirate costume pack, Imperial Officer pack). Ordinary costumes would cost 400 (blacksmith), newly modeled ones 500 (City Isle tunic), flashy variants 700 (Cyrod Gentry's gown). Nowadays, they release costumes that cost more than 1000 gold after discount and they even have the audacity to call it "exclusive subscriber deal" (I shudder to think what the full price for non-subscribers would be). Meanwhile, did they raise the subscriber crowns by 50% to balance the price raise? Or at least by 30%? Nah. They gave us measly 10% raise and a monthly doorstop for our house... and on top of that, they took away the crates.
Did I stop going to McDonalds just because they stopped giving free ketchup/mayo bags? Technically, no. But it was the last drop that helped me to realize their food wasn't all that good to begin with.
How about putting some of these crates IN THE GAME - rather than ONLY being able to purchase them in the store? I bought the GAME - I'm not spending money on "cosmetics" and stuff like that. Personally, I also don't like having to pay for DLCs. Complete new games (like Summerset) are a different issue. I also won't do an ESO+ subscription (for the same reason I don't play/pay WoW).