The guy in the trailer says "We were warned",I guess it like global warming today - people know its happening,but don't bother doing greener things because they either believe the outcome wont be that bad as scientists say it will due to some crappy explaination or people just can't be arsed.
But in this case the moth priests aren't misinterpreting scrolls to keep the flock in line, a dragon really is going to eat the actual world, Co2 emissions and all.
hmy:
Seriously though, the Elder Scrolls are constantly changing, they don't clearly prophesy anything so it's hard for anyone to act on the information until the event is under way, though as I recall the scrolls helped Uriel Septim decide to send the prisoner to Morrowind.