I like doing the Shalidor Insights and Book Retrieval quests for the college of winterhold. I view mercenaries as the lowest form of life (which is why I kill the companions and any other mercenary I come across), so doing these two quests for the sake of my knowledge and securing them feels honorable. And I do the Dark Brotherhood Forever quests because my favorite character type is my Daedra worshipping assasin, I live in the sanctuary cause I like the dark depressing mood of it and proud to serve the Night Mother until I die horribly.