Hmmm... who cares what the box art looks like? Don't judge a book by its cover! I could care less if the game is awesome but the box art isn't up to par.
I agree with you, but there are many gamers who judge a book by its cover. I know Destiny is great regardless of its cover, but first impression are very important when it comes to marketing. Think of all the good movies like John Carter, that lost millions of dollars because of marketing. Even though it was a very good movie and underrated, because of its poor first impressions, Disney will most likely not make a sequel even though it ended on a cliffhanger.
That's why I think it's important that Bungie and Activision, makes a cover that looks more compelling. Most especially if they want it to sell Destiny, and make as much money as they think they will.