Avoiding formulaic adventures is the responsibility of the players in my opinion. For example, when I was GMing, my players instead of going up against the local tribe of Goblins instead hired the goblins to help them against their mutual enemy- the local kobolds. It totally messed up my story arc but it made for some awesome plot development.. Particularly when Maglubiyet, the God of Goblins, caught wind of a bunch of humans and elves civilizing one of his tribes.