The box art is to attract walk-ups. People who have never heard of the game before. As has been discussed here already, most 'teenage boys' (or whomever that style of art is aimed at attracting) who pick up the box will put it right back down again when they flip it over to see the screenshots and read the blurb and see what style of game it is. Sure, it might get people picking the game up, but I doubt it'll get too many of them to carry it to the checkout.
And those that might have bought the game due to the info on the back of the box won't have been drawn to pick it up in the first place. I don't see this as good marketing at all.
The box art is on the right sort of track, general compostion-wise, but it just needs a bit more 'classy' and a little less 'hoochy', in my opinion.
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