I don't know what translation they use...if that's what makes people to pick up a Bible?...well, why not?
On the other hand, I doubt, that people who are not born again have that much interest in the Bible in the end...the interest would cool off sooner or later...& and somebody born again wouldn't need one with those pics...but then, some souls might wanna know more & then really find very good advice from the right people...hope so.