Originally there was a Zork game, then a company was formed and they decided to repurpose their existing game as their first project/product because they had no other inspiration.
The existing content was too large to fit into the small computers available at the time, so only parts of the prior-art were used in the "new" game.
Zork [1] was popular so the idea of a sequel was raised, and of course the content which was left out was then used the second time around. And repeat.
I think it's fair to say there was no cohesive intentions to make three games initially, and you can kinda see that from the "plot".