I have to agree with a lot of what Tamriel says. It echoes what a lot of us have been saying. I sympathize with the tall order that they need to do in order to accomplish all the things Tamriel talks about but if they don't I can see TESO becoming just another "eh... it was okay for a while" type mmo that most of us talk about a year from now, while looking for a new mmo to play. It has to have that enormously hard end game that is truly rewarding. Other wise you are going to lose your hardcore gamers. It has to have that blood thirsty rivalry between the factions players. Other wise your pvp gets old quick. You have to make the players and guilds feel important and valuable to the mmo world and pvp world.
A few things I would add to that list is firstly it should be a very long road to level cap. Hardcore players should not be looking at level cap in the first week. Make it so even for the hardcore players it will take you a good month. I know for a lot of players that makes it sound like a grind fest and maybe it would be a questing grind fest. But level cap should be very challenging and long road. When you see some one that is level capped you should be in awe. Knowing that the person playing that character has invested some very serious hours to get to where they are. It should be a very serious commitment to get level cap on a single character. For me personally if they made the game that way it would probably take me a good three months to get level cap, due to me being a very casual player these days. yet I would still be perfectly fine with that. When some one in guild chat says "Ding!! level 50!!" It should really mean some thing. Not just "Ding, level 50. This is my fourth level 50 and yet the game has only been out for three months." It makes level 50 a mute point.
Secondly, put in raiding. I know this is some thing they have said will not be in TESO and they seem very firm in that stance but if they want a successful mmo that lasts, they had better sit back down and seriously reconsider this. To me an mmo without raiding is simply a formula for failure. It's an mmo for gods sake.... massive, multiplayer, online. What do a massive amount of players want to do online? Umm... duurrrr... play together perhaps? Raids is the primary source of entertainment for a massive amount of players who want to play together online. It is probably the most important thing that WoW had since the beggining and it's probably the biggest complaint from all of GW2 players. Why would you even consider building an mmo without raiding is some thing that truly confuses me. It's like a car salesman selling you a car that gets 50 mpg.... oh but by the way there is no tires. Worse yet you cant even put the tires on yourself. The car was simply designed to never have any tires ever. I bought the car to go places, just the same as I bought an mmo to play a game with other players, but sadly neither was designed for me to accomplish this.