User blog comment:Raylan13/Elder Scrolls Online Community Q&A/@comment-108.72.6.118-20140320144949/@comment-67.171.88.45-20140321234300

I don't know which Bethesda you are talking about if the game studios they have nothing to do with ESO at all, if you mean the publisher then yes they are largely responsible for pricing, with oversight from Zenimax (the parent company)