Attack of the fallout fans

Anyway I would have rated it a 80 or 85.
We're just comparing. I mean the New Vegas DLCs were very well received (even Dead Money, though it alienated half it's audience, was at least absolutely adored and worshipped by the other half), we're trying to figure out why.
I think Merv makes a good point about tying up loose ends. Something they did with the DLCs is they name-dropped things to come. You heard about New Canaan and the Burned Man, you saw posters for the Sierra Madre and Dean Domino, Elijah and Christine told you all about the Big MT, and your first hint of Ulysses is given to you at the very start of the game, as you try to piece together the main plot. What this did is, when for example Honest Hearts is released, all it takes is an imagine of Joshua Graham's eyes and EVERYONE knows what it means, everyone's excited to go out and buy it
AND YET they don't walk away disappointed because these stories and characters weren't hyped like hell, but very vaguely name-dropped.
People think it's cool to -actually- be able to go everywhere you hear about and meet everyone you hear about because it makes the world feel more alive. Natural curiousity will also lead people to want to meet these people, no matter how basic the storyline is.
A DLC that continues on with the cold war with the Thalmor or one to tie up loose ends with the College? Definitely would've been welcome. Instead we have a DLC that puts a giant castle off the coast of Skyrim's most populated city and we're supposed to believe no one ever noticed it before as vampires constantly invade towns and get up in your face.
While I don't know if DLC should provide a massive change of pace (Dead Money got mixed reviews for this very reason), I do think a good story should be a priority. A story that expands upon existing story elements, not one that says "OH BTW VAMPIRES EVERYWHERE" or something right out of left field, but one that people at least know about and will look forward to. Likewise, expand on existing game elements. Did Hearthfire expand on cooking recipes? The trailer made it look like it, and if so, that's good. Take elements that exist and improve them, don't just try and make new systems. When DLC add new spell types, new crafting recipes etc, then this is the kind of thing people will appreciate.
Skyrim, so far, is handling it's DLCs like....a kid with a toy box. Before he's done playing with one toy, he's already moving onto the next. The end result is toys laying about all over the room in a mess as the kid walks away dissatisfied, never truly figuring out what exactly it is that he wants.