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routsounmanman said:
I liked older boxarts more; Just the logo by itself on the box was too epic. They just wanted to "spice it up" to appeal to the "hardcore" crowd that hasn't played a FF game before.

Well, i think they are just trying to reproduce Final Fantasy VII success:

Only Cloud is on the cover, he is looking away from us, sightseeing a misterious place (Shinra building). On Final Fantasy XIII Europe's cover Lightning is looking up something we don't see. It is more abstract and inviting to know more.