OTOH, thinking about it, I wonder if it's in the long run a poor strategy.

If I'm someone who geeks out over the presence of Sterling and Shepherd and Ford on the cover (and the cover art), and buys the collection--and then I read it, and I find Wilce and Gunn and McHugh and Lanagan not to my taste--do I buy the next one? Or do I piss off, disgruntled?