I mean it seems the only rivals they have is Wildstar and Everquest next (Which is free)
The reason I am not including WoW is because WoD won't come out till december 2014.... So a lot of wow players I know are not going to sit around for 9 months of no content just to pay $50 when the content finally comes out.
tl;dr: It seems that ESO is going to be released in a great time period.