In an interview with Wired Irrational Games' Ken Levine has gone on record with his thoughts on the much criticised cover art for Bioshock Infinite.
"We went and did a tour... around to a bunch of, like, frathouses and places like that. And we said, so, have you guys heard of Bioshock? Not a single one of them had heard of it."
"I wanted the uninformed, the person who doesn't read IGN, to pick up the box and say, okay, this looks kind of cool, let me turn it over. Oh, a flying city. Look at this girl, Elizabeth on the back. Look at that creature. And start to read about it, start to think about it."
"For the people who aren't informed, that's who the box art is for."