User blog comment:G0LD3NF1RE/Which Faction do you like best in the new Elder Scrolls Online?/@comment-75.174.50.182-20130302082818/@comment-98.117.207.82-20130305004444

The Aldmeri wants to restore peace, but at the extent of the humans. The Aldmeri want to re-establish Elven dominance through the oppression and genocide of the human races (Redguards, Bretons, Nords, and Imperials). The Ebonheart Pact's plans are not violent, but they are equally selfish in that the Argonians, Dunmer, and Nords -all relative misfits whose lands are not faring well- just want a king that will show favor to their lands. If you are looking for the faction with the most moral fight, you should probably look at the Daggerfall Covenant. The Daggerfall Covenant wants to restore democracy to the throne and thus prosperity to the land (Bretons are largely interested in diplomatic affairs, and many are merchants so they show great interest in these goals). The one issue with the Daggerfall Covenant's plan is that bringing prosperity of trade would particularly benefit traders from western Tamriel because they have the most sophistacted system of trade. Whether this is inadvertant or not, I don't know, but King Emeric seems the best of the three leaders as well and seems to have good morals.

This is how I see the three groups:

Daggerfall Covenant: The smart rich people who are concerned with money and other material things.

Ebonheart Pact: The brutal suffering people who are concerned with rebuilding their own lands.

Aldmeri Dominion: The egotistical people who want their particular demographics to prosper. They also want to restore things to the way they originally were.