They basically announced ESO's failure when they announced it was 13 bucks a month. There's just no way in hell that I'm gonna pay monthly fees for a game when quality games like Guild Wars 2 and Borderlands 2 are going to give me content that is either 100% free or pay-once-and-never-again.
It will probably end up buy to play with a store for vanity items within a year of release. The subscription model doesn't work. They would have been better off selling those ridiculously priced preorder packages like other games have been doing.
That is the model for success right now. Get a bunch of money up front and a big player base then cash in on microtransactions and expansions.