Yeah, I really expected the "RISE OF THE FEDERATION" part of the title to be bigger and bolder. And a Federation logo (even if they couldn't get the 21st Century version). Something that might grab the more casual Trek fan to read about the birth of the Federation, even if they're not a big Enterprise fan. This cover really doesn't capture any of that.
Ah well. As everyone has said, it's the story that counts, and I for one am still very excited about it and eagerly looking forward to it!