Sameness is Goodness?

Interesting take on magazine cover design. There is definitely a formula for the newsstand

but I also think the counter can be true. Those who take the risk to avoid the formula

have the opportunity to sell the same amount of covers, more or less. So the big question is

who has the cajones to think big?
http://www.spd.org/2010/02/cover-samenessjpg.php