Well... I think it looks a bit 'outdated'... like something just out of the 80s, same as the system (not that the system is outdated at all; just the cover). But that's part of its charm to me. Had I seen this cover in the shelf of a gaming store 15 years ago, I would have paid for it without a second thought and I would have been playing BRP instead of GURPS up until now.
Consider me even more sold. I've already preordered the book at Warehouse 23.