Maybe they're trying to attract the NA market?

ETA: huh, Amazon just showed me the Audible Whispersync tie-in version, which presumably is still using the old cover design. There sure is a generous display of what SBTB likes to call the “man-titty” on it. Maybe casual readers were mistaking them for more steamy than they actually are? (Or maybe some focus groups thought the romance was between the man and his suggestively-posed bike, since there's no one else in frame and that's a lot of empty space that normally one would fill with a scantily-clad heroine. Unless she was a were-bike.)
Now dropped to free @ Amazon for Canadians & also in the
UK.