I know they aren't overly popular but I think the Primarchs covers have been awesome. I even like the white eyes!
And I know they are popular but I've rarely liked a heresy cover. I can think of 2 I actually like. Garrow vow of Faith and Horus Rises. Other than that I think they look pretty daft. But maybe I'm not a very good art critic!
I would just say our tastes differs, and that's okay, You are more drawn to the Primarchs-series and I'm more towards the general style of the HH, with several exceptions. A cover could be hit and miss there. But I have said before the only good thing going for that spinn-off-series is that the covers are consistent at least.
I also wanna add in on that I have always pictured the Lion as with clean-shaven face and will continue to do so until FW tells me otherwise. But it's good they went with the blonde haircolour.