Correct, guilds bid on trying to get specific locations. The members in that guild can sell items through the trader. Richer guilds will tend to try and bid for locations in high traffic so can get very expensive.
Not quiet. You get Motif styles and Motif pages.
The Motif books come in blue, purple and gold. Books provide the entire set motif in one go. Usually blue books cover base race style, so like red guard, High elf. The purple books are slightly more rare styles like Ancient elf. There are some Gold Motif books such as Ebony style for example which will give you all motif in one go.
Motif pages are always purple. Pages will only give you the specific item in a set. Also the pages only apply to character you read them on. So make sure to keep all motifs you read on one charterer if you have multiple if trying to get complete sets. Said character will be only one able to craft new stuff using the new motif appearance however your other characters can still apply the motif to crafted items using the appearance table (just cannot craft new stuff with it)
There are some gold pages, these are collectables and apply account wide. They are not mottif's in that you cannot create new items using that style. You can only apply it to existing items at the appearance table.
