PvP Armor / Weapons that are heavily expensive and randomly created out of sacks, how intuitive /irony. This does not create a feeling of wanting to work for it.
The map is empty and it takes ages to travel. Even with speed buffs and mount.
The artdesign of Cyrodiil is in most cases very generic. It looks dull, empty and grey.
Temporarily there are so many bugs, dismounts, getting detected in sneak from a mile away - while using magelight myself, seeing no one around and not going back into sneak-mode again. Yes might be temporarily.
While being in a raid you can get into combat while there is no combat visibly around. Leaving you with decreased stam/magicka regen for quite a period. No mount ups, easily getting catched by enemy players.
NPCs shooting through walls, known as "dmg out of nowhere".
The reward system aside the ladder and the emperor is rather meager. No real interest in ganking, killing aside the zerg. No point in doing so when you get 'points' while moving with the zerg. Would need to be balanced for smaller group play or solo ganking. All aspects must be met.
No real use for a horse. Horse feels clunky but that also applies to PvE. But you notice it more often in PvP because you are relying on fast travel and fast reactions. Cant do that with ESO horses they are barely responsively designed.
The whole design of the ranking system feels it has no impact on the scenary. You are not getting tougher in any form, you do not stand out towards other players. Neither visually nor actually with resilience. Why PvP?
I could go on and on.