Another way this could work is if what you lose in abilities you gain in game play elements, like say in a game about killing dragons you can fly around and fry them with your heat vision or something in the beginning but later on you lose that so eventually you end up having to climb a tree and...
My guess would be fear regarding foreign cultures. They want to be careful when bringing in foreign advertisement because they're not sure if what they bring in is going to attract audiences or alienate them because the art is just too different. So general policy is to 'Americanize' it, then...
It may have to do with the attitude we approach box art with as opposed to the attitude other countries do. American Game companies (or the advertising firms they might hire to design the box art) don't care as much about the box art. So what you end up with is a cookie cutter...
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