Why do they always put new cover art on when they bring games to America?

Why do they always put new cover art on when they bring games to America? Really bad new cover art. They were doing this when i was back at Sega and they still haven't learned. Sega did the same thing for Guardian Heroes. Put just awful cover art on it. Here, see. (i love this cover. not only is it ugly, it's wrong. it appears to show one of the six playable characters fighting what is actually his ally. Wonderful. How did this get by? No one with any experience with the game looked at it, that's how. Like i said, Marketing people.) They probably thought the original art was too anime-like. Back before that was a selling point. Guardian Heroes was a Treasure game, too. Poor guys, always getting the shaft. That's why they're 'cult' and not 'mainstream'. but not the only reason, as their games still have flaws- and sooo... back to Stretch Panic and its flaws.