What I think is really neat is that it makes a kind of hip event out of the cover. And I think it adds a certain cache to the book, like it's cool and inventive by association. I love also, that an outside artist got involved and cross-promoted.
It's also very "now" in a way. Or at least to me, it is. Especially in that it reminds me of this other cool video that a friend recently sent me. Has everybody seen this thing? If not:
Okay, my trailer Tuesday buddy Anastasia at Bird Brain(ed) blog has a trailer with Jon Stewart in it! Go see! Anybody else participating in Trailer Tuesday yet???