Aberzanzorax
Hero
1. What is at stake in this encounter (beyond PC survival)? What happens if the PCs fail to overcome it? How can this information be communicated to the PCs?
And perhaps the acid test for any encounter should be: if there isn't much at stake, there isn't anything distinctive, and it doesn't have much purpose, then it shouldn't even be in the adventure in the first place!
2. What is distinctive or interesting about this encounter that would make it stand out from the other encounters in the adventure? How can the DM bring out or emphasize the distinctive or interesting elements? If it is a monster's special ability, how should the DM ensure that it is used in a way that maximizes its impact? If it is a terrain element, how can the DM ensure that the PCs are aware of it and deal with it? (Even if that means staying well away from it.)
3. Perhaps more broadly, what is the purpose of this encounter? What sort of feelings, emotions or thoughts should the DM be trying to evoke in the players, and how should he do it? If it is meant to be a simple encounter for the players to beat down on inferior opponents and feed good about themselves, how should the DM describe the opponents' appearance and reactions? If it is meant to be the climactic encounter of the adventure or campaign arc, how can the DM ensure that tension remains high until the final blow (whichever the winning side happens to be) is struck?
QFT.
My understanding/conceptualization of WotC adventures (both past and present) to other companies has been as Budweiser is to microbrews (hear me out here).
Budweiser is not a great beer. It's palatable and innofensive. Anyone can drink a bud, but few REALLY enjoy it. Why? Budweiser shoots for generic and volume of sales. They're the big guys. Microbrews, similar to 3pp publishers, can focus on more specific "flavors" that appeal to some, but just aren't someone else's cup of tea (beer). So I see WotC as "ok, but not great" for everyone. I think PART of that is the nature of the beast...being the biggest company and working in volume.
But let me belabor the analogy a bit more.

Finally, look to your competitors. I'll fork this thread, and edit in the link in just a moment.
EDIT. Look here: http://www.enworld.org/forum/genera...d-4th-edition-adventures-why.html#post5109592
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