I'll wait to see what the actual bonuses are but yeah that looks pretty shit. That said it's not like I haven't played games doing that before. B&S was the same, initial price, premium membership and cash shop. You could convert gold to cash shop currency(like this one) to buy shit but the conversion was pretty bad and only got worse as casuals who wanted some cheap gold left(the exchange was based on player supply, a player buys cash currency then sells it for gold, but due to the higher amount of F2P players than players who wanted to trade cash for gold, the ratio went to shit pretty fast).
What kinda matters for my short term enjoyment is wether or not the premium membership alone is enough to give a good experience or if you're supposed to buy currency on top to buy inventory and shit(which they said is available, but that depends on wether it's needed). Grabbing it for 30bucks with 1month of membership just to fuck around for a month sounds alright. Then again I could just grab ESO with both expansions for that price and have a lot more content so meh we'll see.
The combat is probably oversold too from what I've read. It seems to be the same combat as before, just with stance restricting abilities instead of just having access to everything, so that doesn't really make it any better.