Yeah, but the fact that they chose to advertise it with that image is a real turn-off for a lot of people who will identify that image as something like "murder porn." The image should give at least a small idea of what the game is about, since it's often the only thing a person sees about the game before deciding whether to look into it or not. They've chosen for their first impression to be an image of a woman who looks like she's been mutilated by a serial killer rapist. Turned me off from learning more, I can tell you that.
That about sums it up. Nothing about the image says "sandbox zombie game" to me. You don't find that out until you get to the tiny text after the dead woman with her legs splayed out. At the very least, whoever did their marketing was an idiot.
So... In the order it draws your eye reading from right to left, top to bottom... we see a dead woman with her legs splayed open, a title, and very last in fine print that doesn't show up well on the shrunk image... a note telling us what the game is. No, it's not openly hardcore, nor is the game literally pornography. But the image is the first thing I ever saw of the game. Is it zombies or mutants? A base you can build? an evil swamp?
Nope. Dead woman with her legs splayed and no face that would humanize her.
EDIT: I'm willing to concede that the image was *probably* designed for visceral shock value, but my immediate reaction was "dead woman with stab wounds. This looks like some kind of murder mystery in the woods.... but that corpse does look a little rapey... pass. The fact that it's so different means a huge marketing fail at the very least, even discounting the undertones of sexual abuse.