Nice chicken theme there! I'm guessing that crates are a thing of the past - perhaps giving freebie ones didn't have quite the effects ZOS were hoping for (get people hooked, they buy more), instead we hoarded gems which they're now trying to make us spend on overpriced stuff. I doubt we'll see those again, somehow.
Most of this stuff is useful enough, except soul gems - I got in-game soul gems coming out of my ears, don't need more!
At the end of the day, I see this stuff as just a little bonus, as I log in every day to actually PLAY the game anyway. I'd be logging in, rewards or not, so for me, it's a plus, if only a very small one. I quite liked getting the crates simply because I don't ever buy them, and I did get a few nice things I wanted from them - and a lot of stuff cluttering up my collections that I didn't want and will never use.
It's free stuff anyway. Complaining about it is like finding 10$ on the street and complaining that it would be better to find 100$. If You dont find that 10$ worth of bending Your backs to pick it up then dont pick it up.