I understand what you are saying. It just seems that there is no in between option for those with the base game to upgrade including the other chapters included with the standard edition. It is either not get the missing chapers, or pay again to repurchase the original game again as well. After spending 100=200GBP for early access exploreres pack and subscription fees back in 2014-15 I had assumed that the several euros saved by upgrading seemed reasonable.

And repuchasing the standard edition including the base game, would this have any effect on previously recievedbonus items from the previous base game edition bought?

It does state it you are correct, but you have to read it very carefully to realise that, just clicking buying elsywer goes straight to the standard page saying includes the previous chapters. I just clicked on the digital upgrade and purchased it. I assumed it was the same as the standard one. It was not obviously apparent to me. As usually I would expect an upgrade to have the same content for the base game holder.
If was NOT clear from just reading the digital upgrade sale page that the other chapters were not included, if there was a line saying they were not it would would be much more clear for a casual purchaser. You have to read both the standard edition text and digital upgrade editions carefully and compare them to actually notice the difference you mentioned.

I had purchased the upgrade, realised a few hours later that it did not contain a huge chunk of content I expected was missing when could not create a warden character or travel to the other continents and was referred to the store to purchase them. That is what I mean by did not work, the features I had expected when purchasing. Only after this I realised the difference between the two types of purchase by going online and reading more about the previous editions and chapters and rechecking the text and that I had not got the other chapters with the digital upgrade.

So created the ticket about it, stopped playing and have been waited a week now without any response. I am not nesassarily requesting the previous chapters added for free, and would be willing to consider paying the small difference in the sale prices between them, but of course needed to get in contact with customer service to do this.

Ticket 200405-008657

First, of course it isn't going to say "does not include Morrowind." Why would it? That isn't the chapter you are buying. Morrowind is included as a bonus for the other version. You got what you paid for. You got what was advertised. Pay attention next time to what it says is included (and what it doesn't specify.)

Second, I believe ZOS changed the way game keys work. You can buy the standard edition to get all those chapters if you think it is a better deal. If you apply the standard edition key to your current account, you do not lose anything you already had. It is up to you to decide which deal you think is better. [Edit: this is different from how it previously worked, where the non-upgrade version could not be applied to existing accounts, causing long time players to miss out on the better deals.]

Third, it is always the customer's right to talk to customer service if they made a mistake like you made. Let's be clear though -- the mistake was yours. But that doesn't mean that you shouldn't advocate for what you want. Just be careful with your tone, as you are asking them for a favor.

Fourth, I will concede though that the whole chapter, crown store DLC, ESO+ model is confusing when you first check it out. Personally, when I find something confusing, I investigate further. I do not assume the best or the worst. I protect my interests by confirming my understanding before making a commitment.

if compare side both tabs it's quite clear, i mean REALLY there has to be a reason they are different prices ...