The look and the feel of the game is Elder Scrolls. I was really afraid they would fuck this simple task up but they didn't.
It does not rely upon fake innovation aka GW2, it is generic, but it feels fresher than any mmo I have played in a long time.
The quests are fantastic. Every quest creates immersion. You stumble upon quest by exploring, and yes it is linear but it successfully creates the impression of not being linear.
Customization, both in appearance and in skills gives a good amount of freedom. The limited hotbar reminds me of GW1.
The world is pretty. The aesthetics generally are well done.
The Bad
Quite simply it has had a poor launch. It is bug ridden. You fall through the world, quest NPC's disappear, you get killed by invisible mobs. There are bugs that simply should have been resolved in Alpha, but somehow made it through beta and launch. I hate paying for broken products, and as much as I am enjoying it there are simply bugs in this game that should not be there.
They take a cut if you buy stuff in the guild shop or if you send anything cod. Not a small cut but a huge cut. A game needs cash sinks, but the entire point of cod is that it avoids people wasting time meeting up; unfortunately the cod may as well not exist because it take such a huge cut that it is unusable. There is no AH; just guild stores, so trading between guilds is rife amongst the sort of irritating shit who plays a game like it is a days work.
The Ugly
Gold sellers. Someone made the idiot decision to limit the ignore list to 100 people. This soon fills up with gold sellers.
Bots. Every open dungeon has a group of them stood around the boss spawn point spamming attacks.
The bugs mentioned above. But mainly the fact that /stuck damages your gear. Yes it is a good mechanic when you aren't using it to escape bugs, but you are always using it to escape the numerous bugs.