"The Mayor's Tongue" - Nathaniel Rich

This cover for "The Mayor's Tongue" by Nathaniel Rich is very interesting. It almost seems like it should be confusing to read with the letters kind of all over the place, and for a split second, that is the case, but then the brain adjusts to the positioning of the letters. In terms of design efficiency, maybe this is not the best idea. For example, it might look less confusing in that split second if the 'r' and the apostrophe were switched. But then, maybe it is best to keep it that way because it draws interest and catches the eye with its design. I just think it would be better if it looked less cramped.