Turbine hasn't really sold (or explained) the big battles very well.
As he says, they way they make it sound, it's just like a big skirmish. It's a massive marketing failure
And I have to say, I get more than a little tired of all the comments about solo players being "spoon fed" and such. If anything, it's the opposite. Solo players never get any decent gear as rewards (until apparently the Hybolt armor).
The 70-ish armor I've been given as quest rewards in Dunland is worse than 65 raid armor (which I got from the lottery) and even some of the 60 Wood elf gear. I couldn't even be doing Dunland if I didn't win the lottery. There's no good way to get armor in the game solo. Even with crafting, you have a huge cool down on guild armor, it takes 6 weeks to get a full set.
Meanwhile, a grouping player gets more rewards from an instance than I've probably ever gotten from doing 100s of skirmishes. Doing one solo gives you maybe 2 medallions (plus 1-2 more if you do the extra encounter), meanwhile a group instance give you 300-400 medallions.
By contrast, something like SWTOR is actually solo friendly. As you do quests, you get commendations. These commendations can then be traded for gear. Good gear, the best you can use. While you typically don't get enough to have a full set, you get enough to more than get by.
Here, you can't get anything.
Rift is another much more solo friendly game.