yoda-sama said:

Meh, as far as I'm concerned, as long as it isn't tainting the movie itself, it isn't a huge deal if Episode IV and A New Hope are on the cover, it gives consistency with the other covers if nothing else... There's little denying that IV is where it lands in the line-up, after all.

For me, it strikes the exact same wrong note as the "Indiana Jones and the Raiders of the Lost Ark" cover art. Yeah, it's not on the movie itself in that case either (thank goodness!), but the fact remains it's simply not the name of the movie. For many years, many fans believed that Star Wars was Episode I and that they skipped a few episodes before Empire. If we're re-creating the theatrical experience, wondering about those missing episodes is certainly part of it.