I think that developers need to look at their mod communities. Those modders make some really epic mods for their titles and a lot of those mods come from user requests.
If there is a mod that was exceptionally popular, try incorporating it into your next game and hire the people who made it.
Choice is a big thing for me in games as well. I have a buddy that does programming and he's told me before when I moan about lack of choice in games, that I have no idea the sheer amount of work needed to do whatever I suggested.
I firmly believe that the illusion of choice is what should be given in video games. Sure games like Skyrim give you so much choice that you can really play the game the way you want to and not the way the developer intended you to.
FPS games are normally limited in choice and you are given a linear path, some give you the illusion of choice by offering 2 or 3 different routes to the same end of the level, that would be games like Thief, Splinter Cell, Crysis, etc.
Half-Life 2 one of the best games ever conceived by the minds of man, was pretty much just a linear game, but the difference wa in the presentation of the content and how you could interact with it. Dark Messiah of Might & Magic was also a pretty linear experience, but still an epic RPG - it all boils down to how skilled the developer is at making you believe you chose to go down this path.
Sometimes choice is overrated, but I can't imagine Skyrim without any choice and being stuck on a linear path...

