It might be your job as DM to come up with adventure hooks, but some (most?) settings make an effort to help with that job. There’s a focus on the material on things that will interest a typical group of PCs.I'm a little confused here. No matter what setting, lore etc that I use, it's my job as the DM to come up with the Adventure Hooks. First thing I work with players and make sure I understand who the players are in game an what they want.
There’s various ways in which a setting can fail to do this. One might be that it hasn’t sufficiently defined what a typical group of PCs is, and as a result the setting material covers a lot of potential play styles, but doesn’t cater enough to any one. Another might clearly define what a typical group would be like, and then focus the setting info on things that are totally irrelevant to such a group.