I don't mind it as much here, since it is the Bethesda website, and Skyrim is their next big product. To me it's simply to be expected, and not really unwelcome. But with what I would call "neutral" websites, as in sites run people who are fans but also absent of any other incentive to "push" a particular product, I find the behavior most undesirable. It smacks of pandering to developers, of jumping on a band-wagon to bring more traffic (which I'm pretty sure they don't need).
Anyone know if they did this when Oblivion was on its way?
They did actually. About a year or so before Oblivion’s release, PES was known as Morrowind Summit. They changed the website sometime in early 2005 in anticipation of Oblivion’s release. Personally, I never cared too much for the new PES website, Morrowind Summit had a lot more features that the newer website just didn’t have or only recently received upgrades for (like being able to view mod ratings without having to click on the mod page – Morrowind Summit had that in 2004, PES didn’t get that feature until about a year ago). I believe it was actually the website change from Morrowind Summit to PES that ultimately caused PES to lose its dominate position in the modding community. You’ll notice that in 2005, TES Source was just a small Elder Scrolls website that was fairly unimportant in terms of mod content (you went there for the forums, not so much the mods), but then after Oblivion’s release they soared to the top spot with the number of mods being hosted, completely overtaking PES as the central hub for mods.
As for the newest PES website, I kinda like it, the design seems fairly sound, and they do seem to be updating the news channel more frequently. I must admit that I don’t like the Skyrim theme though, it seems like they’re bludgeoning us over the head with it. Say what you will about the older PES website, at least the theme represented all of the Elder Scrolls games.