What's the "alternative?"

I'm not a fan of the current massive wave of alternate covers that most comic book publishers drown us in. Some are quite nice and usually those bring back former greats to remind us all of their talents or to add a nostalgic aspect to a current property. But face it, tiger; most of these damn things are produced solely to give some shop owner the option to charge even more dollars for the same comic that everyone else is reading at the original cover price. WTF??

Here is a recently solicited cover by the terrific Dale Keown for the upcoming relaunch of Marvel Comics Red Wolf series. Of course the impending series is likely going to be depicted in a modern setting, but the thing is if the Keown version was how they intended Red Wolf to be presented and if it was drawn by Dale Keown, I would so be there for that title. A careful reading of the incoming creator credits quickly dashes that small hope, so again what is the point of this type of cover - other than to let the shop owners charge a premium price to acquire it? Basically this image is not representative of anything accurate to either the upcoming monthly or the original bronze age hero (a character that I liked and have all of his appearances in spiffy mint condition). Oh well, if this is what floats your boat, have at it! I do NOT buy a comic simply to get the cover, even when it is as highly desirable and nice as this one is.