I haven't cared for anything D&D related in a looooong time. I'd lie if I said the cover isn't what caused me to do a little investigation.
Classic Red Box will be an easy sell for dads and an updated/modern game within will be easy for new players to take to.
Seems like some smart marketing.
Had this box contained some of that new anime looking art on the cover, I wouldn't have even looked twice.
From what I also have picked up. This box set only has the 'core/Tolkien' races. good move, IMHO. Dragonborn, tiefling, etc are all in a separate supplement (heroes of the fallen lands or something). So, as someone likely to buy this on nostalgia those crappy races will never show up.