Kevin Levine, founder of Irrational Games, makers of Bioshock, took note of the wave of criticism which hit the Bioshock Infinite cover art. He had this to say to fans:
"I know what you are thinking, that it looks like every other game and I get that, I totally get that... but Bioshock is an expensive game to make and in order to make more of these games it has to sell. We've been to a bunch of frathouses after Bioshock 1 came out and asked them if they ever heard of Bioshock and we generally didn't find a single one who had even heard of it. I look at Bioshock 1's cover (and I love it) and I look at it from the point of view of someone who sees it on the shelf and they think 'This is a game about a robot and a little girl, next!'
People are drawn to the familiar, so the price I ask you fans to pay is to pick it up despite the cover, so we can keep making more games and continue not to compromise."
So yeah, the good news is the box and trailers are only generic in order to attract fratboys, meaning the game will probably still be the Bioshock that people with undamaged brains appreciate so much.