I am always consulted about covers, and give feedback, but I am also aware that what causes a customer to pick a book up off a shelf in the UK is very different from what causes a customer to pick a book up in the US.
Awkwardness gives me great comfort. I've never been cool, but I've felt cool. I've been in the cool place, but I wasn't really cool - I was trying to pass for hip or cool. It's the awkwardness that's nice.