My girlfriend works in publishing and she enjoys reading, but there is not one book on her shelf whose cover she doesn't like. She's all about the cover.
I think it goes double in self-published works, because if (like me) you're a one-man-band, you'll have chosen your cover and (sometimes) designed it and created it yourself. Because of this, I often have no problem rejecting a book or choosing it on the strength of the cover- The way I see it, if their cover is garish and cheesy and embarrassing, their writing is not likely to be much different :-)
You can always be wrong, though.
I like spare writing, timeless and subtle. So I go for (and design) those sort of covers ;-)
Interesting topic!
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