Hmm. As phrased, all four of the choices on offer might be equally likely or unlikely to catch my interest, all things being equal, and my preferences would be heavily weighted by entirely different factors.
So the things I
would be considering:
1) Is it heavily dependent on connections to the author or publisher's pet setting? I'm almost certainly running a homebew setting or something in an already-established world, and I'm looking for something that's likely to be easy to drop in, or at least shoehorn with minimal effort. If I have to do a lot of reskinning or rewriting, it's not worth it to me.
2) Is it modular? Related to the above, my first preference is for material I can easily break bits off of and drop into my own existing games if I don't want to use the whole thing from beginning to end. If you're heavily wedded to an adventure path model that relies on a delicate machinery of interconnected events happening in the right order to make sense - well, honestly, that's probably what I'm already doing in my own campaign, and I don't need the added complication of yours too.
Give me a box of cool bits that beg to be remixed, and I'll be salivating to get my hands on the next one.
2a) And this is tricky, but does it take care to avoid unfounded assumptions about the way I run games? Part of this is a vote against boxed text (which I dislike and never use, though others' MMV), and part of it a much less tangible thing about the way the text addresses the reader. My preferences are for lots of neutral if-then statements and suggestions to solve problems or address complications that may come up during play, over a lot of over-specificity that clashes with the way I actually set scenes or address players. This is sort of hard to describe in the abstract, only that it grates on me when it's off, and so maybe a good general note is that while flowery isn't always bad in your text prose, it's a spice that calls for sparing application.
3) Is it clever? This is
really subjective, of course, but I surely don't need a published dungeon crawl; I can do that with a blank map (or just some graph paper and mapping dice, even) and a random monster table. Likewise, one more goblin raid or drow conspiracy will make me go, "Next." Give me something I didn't know I needed; give me cool ideas I can't wait to make use of. It doesn't have to be something that's never been done ever, or revolutionizes the concept of the RPG module; but something as deliciously twisted as the inbred ogre clans in
Rise of the Runelords, or as off the wall as the Society of Brilliance in
Out of the Abyss, will get me really quick to "Shut up and take my money."
4) Is it well designed and laid out? B&W is fine, but a layout by someone who seems to have never heard of white space, or not to understand or care enough about making eye-friendly choices in font and headers and fiddly bits, is not not not. Modern and slick, or old-school retro, both great, but show me you care enough to think (or hire a friend who can think) like a
designer and publisher before you ask for my bread, or you'll have none of it.
5) Does it show signs of having been touched by an editor? This is a BIG one for me in deciding whether something is worth depleting my bank account. Maybe that editor is just you, because that's all you can afford, but if so I hope to the gods you own a Chicago Manual or your equivalent-of-choice and know your way around it (with the added caution that comes with knowing that your own work is that much harder to edit). Please don't ask me to pay for prose that makes me cringe. Please assure me you have been applying standards of punctuation, orthography, capitalization, and morphology that are consistent both internally and with an accepted standard for published prose. (Note that I am not talking about the dumb crap they get het up about on Grammarly; I am a card-carrying descriptivist, and hope you feel free to use passive voice and split verb phrases as much as they're called for. But I
do hope you have enough sense of
sprachgefühl to know how to string words together in a way that is pleasing rather than dull and painful, and enough technical learning to know when you've just committed a comma splice and why you probably shouldn't.)
So, yeah, those are my criteria. Easy, right? This is why I don't make polls.
... Just goes to show you that the whole "different strokes for different folks" is alive and kicking! 
Time for some "blatant plagerism" (for emphasis):
