It has been boring for years. I can never buy what i want when i want because everything is limited time only. Also everything is overpriced, so i rarely buy things even when they are available unless i really really want them. They would make far more money off me, and my wife both actually, by:
1) Making most stuff available most of the time
2) Cutting the price in half of pretty much everything in the store or doubling the amount of crowns you get in every package.

The price point of items are to high for me( and i am by no means poor and have hundreds of dollars of expendable income per month) and i just get tired of waiting for things i would buy even at extortionate prices( which are only a few items) to become available. Overall by making a few changes, ZOS could get a several hundred dollars out of my household a year. Is that worth the couple of extra sales they might get from high priced and forced buying in limited time windows? Very unlikely.

Why unlikely? Because if you figure that it takes a year or more for content to cycle through the store if it does and the amount of time new players play, most people will never see those items as being available. LTOs actually reach a very small part of the players that buy this game.

If they had more stuff available in the store, it is also likely that newer players interested in store items might buy those items. Thus investing money in the game early on means they are more likely to stick with the game longer and thus more opportunity to hook more sales. Instead they see a very limited selection in the store and it is unlikely such a limited selection would hook them into more purchases.

Everything about how they market this game and items in it is wrong. ESO isnt doing well because of marketing, its doing well in spite of it. Its doings well because of TES franchise, lack of competition, and covid...not because marketing is bring people in and keeping them here.