I agree with Dreamking on the Harry Potter thing--the unrealistic covers, the slightly distorted lines, and even the styles of the buildings all speak to the same design aesthetic we get on most of the Harry Potter covers. Even the little reaper dude in the background. It was the first thing I thought of when I saw the new cover.
That said, I remember that most of us hated the hardback cover when we saw it online, and it wasn't until seeing it person (and, specifically, seeing the way the colors popped out and blended) that most of us came around. I think this cover could be packaged well with the right kind of typeface and placement, and maybe even some foiling. Time will tell, and I don't want to hate it just because it's different.
In the end, though, even if they can make the cover scream "I'm an awesome book," it will probably also be screaming "I'm a kid's book." To me, at least, that Harry Potter connection is too strong.