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I know, I know, you don't judge a book by its cover. I've heard the phrase a thousand times before and in some ways I agree with it. Clearly the quality of a book is found within the pages, the story, the characters, the prose, etc, which makes the book's cover, for all practical purposes, irrelevant. But in some ways I think a book's cover is critical to its success.
Face it, when you're in the book store walking past the display tables certain book covers catch your eye. Maybe it's a picture of a place you've been or maybe it's just a very interesting picture, but suddenly you find yourself with the book in your hands, you turn it, and you read the back. Now if the book's cover had been plain you never would have even noticed it and never would have read the back.