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Bethesda has a world map with pretty similar terrain. There's hilly terrain, plains, forests, urban. But once you get to the caves, dungeons, forts and even towns, they all look very similar to each other in each game. That's what I meant by similar ingame content.
Bethesda created a massive open world you can explore as you see fit, if games such as Pokemon can recycle it's visual material I don't see any reason why Skyrim can't, and for a dozen times bigger world. Dungeons are indeed similar, though each and every one of those dungeons has a completely different layout. All major cities are different though, compare Markarth, Solitude and Windhelm with each other and you'll see what I mean. One thing you seem to forget is how massive Bethesdas games are, both in and out.