Jormag has such a rich setup in GW2 personal story, the Norn Racial story and the Sympathy not only told a chunk about Icebrood&Sons of Svanir menace, but also connected Norn, Jotun and other races together as Jormag's foe.
Including most of the Shiverpeak mountain maps have Icebrood influence. HoW is about Kodan fighting SoS.
So it already got a lot of stuff setup, all they need is continue the conflict and tie the plot up along with the GW1 setup.
But instead they just discard most of it and added a lot of Charr story, which shouldn't have anything to do with Jormag since it's Norn focused plus a good chance to add more about the Kodan and Jotun. If you want to tell about the Charr, Kralkatorrik should have been the dragon to do so. Even though Drakkar had shown up, it looks entirely different than the GW1 creature, the Ice Column Creature was not explained at all.
Now we got Primordus added as I've expected, pretty sure the plot will be superrushed with some kitten twists.