Apparently, this is aimed at new customers or casual players that may consider upgrading because of the "rewards for Blackwood owners only"-event.
Ok.
I am subbed since 2018, I own all chapters (collectors edition) an have spend considerably on crowns. I guess that would qualify myself as a "satisfied existing customer" from a marketing point of view. One of the very first things you learn at marketing school is that existing customers are a most valuable asset in advertising, because they share their experience with friends and a lot of purchases are made based on recommendations.
I would very much like to share my ESO experience and invite my significant other to play ESO. So I did the most natural thing and gifted her the Blackwood collection.
Successful marketing? Not quite, Triying to purchase the game on the official website as a gift fails, because the option is not there. Support page confirms it: You can not gift the game. You are told to purchase a boxed version at a third party retailer.
A boxed version? In 2021? Apparently, digging up antiquities is still a thing after Greymoor...
So the base line of sales department is "If you want to gift a digital key, go to the likes of MMOGA!"
That is a bit sad.
To make it clear: I love this game, I wish to support it the best way and I like to recommend it to the ones I care.
But I really wish, they re-think their marketing decissions.

(Oh, and I did buy a boxed version at amazon and had it shipped to my gf just in time for the event, so forget about the discount.)