The Zenimax marketing team will try very hard to keep this game from looking like WoW, if they don't it will flop.
They do have a wealth of lore to draw on, but so far that's the main selling point. Not quality game play or innovation, "Moving your mouse will make you look around and aim your weapon, you can tap your left click to attack, hold it to power, hold your right click to block, and sprinting crouching and sneaking all play a role." Revolutionary!
This is what swtor did, they had all those star wars fans too sell another sw game to, with way more lore than TES, and they failed to innovate game mechanics. So we ended up with a 200 million dollar sci-fi WoW.
But that's not what makes me skeptical, it's the fact that Bethesda isn't developing this title and guys like Todd Howard are not involved. It's a young studio with little Elder Scrolls experience.