Because some in-game items were in sale (even if nothing good). They don't want you to buy crowns on sale to buy items in sale. They want you to buy full price crowns for items now, and then buy more when they're on sale.

Yeah, they really dropped the ball here and missed out on an opportunity. I myself dont really care about sales as I usually just use the crowns I get from ESO+, but what self respecting company, or rather what company that has any respect for their customer base, doesn't do a black friday or cyber monday sale? A few dlcs and the banker and merchant npcs at a slight price reduction is a joke for what is often the biggest sale of the year for most products and companies. I can only imagine how much money they lost because of it.

Though unrelated, you'd think that with all the fails and ill will they've generated lately with server issues, complete face plant of a flop that was the undaunted event, and recent unpopular swing changes to combat, they'd be eager to try and generate some good will for them. Instead it just felt like they said screw the players this year, and then they all took the week off, as they didn't even bother to put out a new undaunted weapons pack and head/shoulder style pages. Its starting to get embarassing saying to other ppl that I still play this game.