I think many of them fail to do something with the unique skills, traits, behaviors, etc the npcs you roleplay as have. So far the best one imo was thancred's stealth duty in endwalker. It managed to be different from just providing you with a job on auto pilot by giving you thancred's unique stealth abilities making it fit both story and gameplay.
I didnt like the in from the cold duty at all. The gameplay of it was incredibly dull (I know there is a story reason for this).