Except this is just as wrong with Commander Shepard.
The cover shows a common, bald marine, action guy, while you could customize your Shepard to your liking, even make it a female.
Heck my Shepard looks like a cross between Bruce Willis and Liam Neeson...
I would say that the default Shepard is more of a reasonable reflection of Mass Effect though. The customization is very limited compared to TES, and even though you can change the appearance or gender, you're still essentially who the game wants you to be - Commander Shepard. The background choices you make at the start of the game, and the choices you make later on between paragon and renegade only offer a shallow illusion of being in control of who the character is. It's not like you can choose to be a Salarian scientist or a Volus explorer.
TES is about being who you want to be. If I want to be an Argonian thief, I can be an Argonian thief. If I want to be an Orc explorer, I can be an Orc explorer. I don't even need to touch the main quest.
Showing a default male Nord named Dovahkiin constantly doesn't reflect that level of choice and player freedom. At most it reflects Mass Effect's level of choice.