well, I agree with your point of view, timandnorah, but I think what's bothering ppl most about this one is that it looks too much like Vanity Fair/Men's Health/Sports Illustrated and while everyone was more or less expecting something sport related, this doesn't give justice nor the magazine (which got better with some of previous issues) nor the people placed on the cover. even Vogue UK made it better this time, (which is kind of a rare thing for them in my opinion), just because they decided to use sport theme while staying focused on the main profile of the mag, which is fashion.