Nothing Todd puts emphasis on as the most awesome feature of the game ever worked out and never will. Sidequests are much better on the other hand, because they are made by awesome writers with good imagination
I agreed with you up to the writer part, yeah there were some real gems in Oblivion like the thieves guild questline and some minor quests like the Order of Vurtious blood, but ever play the fighters guild questline?
- Alright recruit! I've sent some fighters to attack a goblin mine without any weapons and i wan't you to bring them some!
-ummm...why.. but...whatever, hand them over.
-I like swords! Swords,swords,swords! What a nice sword you have there! I sure would love to sword some goblins with a sword but i'm just 300lbs of testosterone and muscle that's too damn polite to ask for it outright and drop you these super subtle hints instead haha
-YOU GET A HAMMER AND YOU'LL LIKE IT GOD DAMMIT
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
-Hmm, well you delivered the weapons but one of the fighters ran into a trap and died, this is obviously your fault, here's some change for the bus.