Most English speaking people have heard that old bromide at least once, probably many times in their lives. And yet when it comes to actual books and literal covers it is a given that everyone will do it. That is why authors put so much effort and money into making a good cover. As it is said in the publishing industry a cover must speak to the potential reader. It must say "Pick me up and buy me."
The cover of "Dying Embers" was done in steps. The author collaborated with an artist for an image that was not at first going to be associated with this book. However the publisher liked it so much that it was chosen. Then the publisher had the layout of the cover professionally designed. The proof is in the pudding as they say.