BioShock Infinite’s box art is a travesty. You may not all agree – but series creator Ken Levine certainly does. Chatting with Wired about the abysmal cover image, the luminary compared the pack shot to salad dressing. Stick with us.

“There are plenty of products that I buy that I don’t spend a lot of time thinking about,” he explained. “If there’s a new salad dressing coming out, I would have no idea. I don't read Salad Dressing Weekly. I don't care who makes it, I don't know any of the personalities in the salad dressing business."

Levine elaborated that many people feel the same way about video games. “We went and did a tour around to a bunch of, like, frat houses and places like that,” he continued. “People who were gamers. Not people who read IGN. And [we] said, 'So, have you guys heard of BioShock?' Not a single one of them had heard of it.”

The developer concluded that in order to make games like BioShock Infinite a success, those types of players need to pay attention – and so the cover has to draw them in. That’s why it looks boring and safe. Don’t worry, though, there’ll be a host of alternative pack shots available for you to choose from. “The thing we’re sure about is that we’re going to be releasing a whole set of alternate covers that you can download and print,” he said. “We’re going to be working with the community to see what they’re interested in.”

We’re still reeling from the revelation that Ken Levine doesn’t read our column in Salad Dressing Weekly, but we suppose we’ll forgive him for the box art. Well, as long as he asks Santa for a certain magazine subscription this Christmas.