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Many times, a publisher likes to have a distinctive look for the cover art on their books. For many readers, the cover art is the thing that catches their eye. I've certainly bought more than a few books as much because the cover art as anything else. I personal preferred the DAW Michael Whelan covers for Elric, but I will certainly admit that the character in the cover art is a whole lot more cut than the character described in the books. But then again, typically the female in the fantasy novels tended to wear a lot more clothes than they are shown wearing on the cover. For some reason 14 year old boys tend to like that sort of thing.
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