That is exactly what they want. Bethesda was starting to have TES freaks (like me) lose interest, and so they published these books to 'fill the gap' between the two games and to release the lore that they had made, but hadn't fit into the games. I think they want to start over without getting yelled at (like the differance between Daggerfall and Morrowind ? players of the games generally hat each-other.
I agree, it's to keep it in the consumer view, while at the same time being interesting and entertaining in it's own right. Quite clever.
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Read the books and dialog of Morrowind. They all but explicitly stated that the moon was gonna fall (and then the loveletter did explicitly say it). So don't think all this was just pulled out of Keyes' ass, Bethesda had every event in the book planned, they just got a moderately famous and pretty good fantasy author to write it down in book form. Even if they hadn't, there would have been in-game books in TESV (not to mention actual in-game areas, I'll bet) that are/were effected by the book's events and therefore the events would be canon book or no.