I want to go into a dungeon and say to myself "I won't let my companion die." Not because he/she is the best companion in the game, but because I actually value their presence.
Like maybe you purchase Helgen, then are in charge of rebuilding and repopulating the city. Would give players a nice goal, and more encouragement to smith,make potions, mine and steal. After buying my horse and several houses and a full sets of armour I feel there isnt much of great value to save up gold for.