User blog comment:Alduin's Bane/Thoughts on ESO?/@comment-4976111-20130620221455

The graphics in each game reflect the world in which each take place. For Morrowind, there were much darker graphics. For Skyrim, there was heavy contrast (because of all the white snow), and was thus more realistic.

The reason TESOs graphics are similar to Oblivions is because, just as Cyrodiil is the heart and center of Tamriel, players will be traversing all over Tamriel. It is a simple style that fits all. I personally like it :D