No, you are right, that cover really is awful.
First the utterly awful Dragon Age trailers, then the equally awful Dragon Age Journeys ones (which made it look like a 2D sidescroller action game rather than a Heroes of Might and Magic style turnbased strategy game). Then the pretty mediocre ME2 trailers (game might be good, I didn't like the trailers) and now these covers. The first one (with the Barbarella pose and spandex suit on the woman) was horrible, this one is only marginally better.
Can someone PLEASE FIRE THE MARKETING PEOPLE ON EA RESPONSIBLE FOR ALL THE BIOWARE PR DISASTERS! PLEASE!! Bioware are one of the few companies still making complex RPGs for an older audience, and they keep trying to market their stuff as if they were all action games aimed at 14 year old boys who only like Gears of War and Halo!
"If the only thing people can complain about is the box art, the game must be pretty solid."
Well, the game isn't out yet, so we can't comment on how it plays, can we?