Accidental roll backs should never occur in a modern MMO, particularly from the occasional server or character crash. It's a literal theft of people's time. Roll backs to undo ill gotten gains due to an exploit, delivered on a per character or per account basis, are to be expected. Roll backs to rectify a major game breaking bug affecting thousands of players probably would be grudgingly accepted if there was no other remedy. But roll backs as part of what are becoming routine server and character crashes are completely unacceptable.
@ZOS_JessicaFolsom please tell me development has a plan to fix accidental roll backs.