User blog comment:JAlbor/E3 2013: Answers from Elder Scrolls: Online/@comment-3496379-20130613022446/@comment-98.184.159.51-20130613043931

I'm guessing that by "factions" they meant the Daggerfall Covenant, Ebonheart Pact, and Aldmeri Dominion factions - the ones that make a fairly large impact on your character, and the ones that would be expected to have vastly different aesthetics.